I agree, this feels like just a demo with a "you should really buy this" reminder at every corner. Microsoft don't really grasp the idea behind F2P imo. First of all they don't even let you decide how much/if you like the game before they suggest you should buy something, you know, like the $50 pack or better yet the $115 one. Feels like the car salesman that wants you to 'go to his office to look at some papers' before you even got a look at the car.
Then, there is no "by feature" unlock system, it is everything or nothing and $20 per civ for samey quests? After you unlock 4 or 5 factions (you know, the regular for strategy games) you are already down $80~. I don't know YET if that value is there...
Even stuff like the cosmetics come in a pack, no handpicking + there's not much detail into what you get for what I've seen.
It is a fun game, and I had tons of fun during the beta, but then it wasn't very clear what was going to be locked away and what wasn't. For one, I imagined the store to be a lot more thorough, like: there's 50 kind of bushes, statues, flagpoles, character models, random shit for you to buy a la carte. There's also this bunch of packs, exp boosters, special missions, skins, etc. There doesn't seem to be much there other than, hey gives us lots of money NOW and you'll eventually get "everything". It feels very very limited unless you drop at least $20 for starters, which may be 'fine', but it is not a real'F2P' experience anymore then...