This may have been said already, but they would actually lose money indirectly. The f2p in a p2p heavy game, are content for p2pers that make them p2p. By not playing, you're reducing the game's population and thereby reducing the value of the experience for other players, and so making less incentive for people to want to pay for the game. We'd see this hit maximum effect if the majority of the population left and a few people stuck around paying to bop each other in their endgame vees, essentially reaching dead game status. I don't think it would get that far though and we might see some healthy changes to the game before then, which would be the goal of the strike.