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The subscription fee covers LoneWolf's cost for server maintenance, and is cheap.
The $$ for the game system and for the source materials covers their much more expensive labor costs for getting all of that material coded for HLO.
As Dami pointed out, it's exactly the same structure they have for HLC (where one pays for the core game system, and then buys add ons for that system separately. They just added a minimal subscription cost to maintain the servers.
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