"You quote $9 to see a movie, weak comparisome as movies are one off events, planetside is a monthly subscription and if I go to movies once a month its not to see the same move. Same for video rental"
Thats my point - you pay $9 for event that lasts 90 minutes. $10+ to an MMORPG gets you an unlimited amount.
I'm not saying that this isn't a ploy to make money on the publisher/developer's part - it is. It's business pure and simple.
As for cheats and additional content - there will always be cheating but mmorpgs don't have it at nearly the level that your standard FPSs, RTSs and Diablo style games do simply because the publisher won't support them at the level that an MMORPG offers support.
The reason that the Internet itself, and to some degree game developers (not publishers or retailers) are in a bad spot is because they've given away too much. If you want to play games where cheaters are actively banned from playing the game, where the software is continualy optimised and new content is added to the game from time to time, then you have to pay for it. No BS, just Simple economics.