I really couldn't recommend Rift to anyone, prior to F2P it was pretty good, but once it went F2P it went downhill. Ignoring the stuff you can actually buy, the fact that every merchant opens the bloody store is enough to hate their model.
I don't know what you're talking about.
I think Rift is easy to recommend to most. I'd summarize it as 'World of Warcraft as F2P, without the same quality of the gameworld - somewhat more generic - but all kinds of improvements as well, where they seem to try to improve on features of WoW, and add other things'. It has a lot more going on as in-game activities than I remember with WoW.
I think they're both very good games. Rift did weaken its PvP last expansion, removing PvP gear from the game, but PvE is fine.
The latest expansion won an 'MMO expansion of the year' award.
The game gives a lot for free - all zones, all raids, etc. You have to spend $5 one time (on anything) to use the auction. Most class builds are free, a fraction are for sell.
It has the typical limitations - fewer storage slots etc. - but offers a lot of game for free.
When you open a merchant in Rift, it does not open the store - but the store isn't something obnoxious, it's actually a very nice feature.
Wherever you are in the game, you can open the store, and buy things without having to travel to in-game merchants.
It sells both 'cash items' and in-game items, but it doesn't really cause any problem.
What got a little dodgy with the latest expansion is that you need to get the expansion package for some gear - the new earring slots and some gear requiring it.
But even those things, you can get for in-game currency. You have to pay 'credits' that cost money, but it's easy to buy those credits from other players for in-game money.
And even if you buy the basic expansion, it's $25, not too bad.
I think Rift is worth looking at for people who want an MMO. It has its own nice things.
I like the 'artifact' system, though there's something to be said for how it used to work - look carefully in hidden places to find them - instead of the new 'tracking' system where you see them on the mini-map, if you bought the subscription. But it's still a nice addition to gameplay.
The dimension system seems quite good for people who like to build player-instanced areas.
Just this week they almost lost a lot of my support by demanding that three of my four characters that have been there for four years have to change their names, but I sent them a note and they changed that to one character. It seems quite possible to play the game for free if someone wants to, though I'd say the $5 for auction is a good idea.
It's not perfect - while it claims to be very much 'build any skills you like' - there are still a few 'best picks' you pretty much need to get guides for and follow at the high end.
One feature some like is called 'instant adventures', where you are placed in a random location with other people with quests to do, one after another, as long as you like.
Another is how the game lets you benefit from other activities by letting you change your level and get the rewards for whatever. Feel like playing that old zone? Sure, no problem.