The owning a server thing doesn't strike me as being all that useful, "king of the castle" and all that. Because of the whole 'casual' angle, I don't see enough clans/groups interested enough to invest in a server. Probably their best bet would be to let the server owner show an ad between rounds. Then we might see companies (say, Logitech, etc.), investing in some servers.
I got a beta key a few days ago. It's alright I guess. I have fun playing it. The simplicity is nice in its way. It does feel repetitive though. I've only put two or three hours in and I'm already getting a little bored. I can definitely see myself loading it up for a half-hour here and there though.
I'll be interested to see how it goes. I'm not at all opposed to the model. I'm perfectly happy to look at some ads or whatever if the game itself is otherwise free to play.