A very short post about F2P

Read Daniel Cook's post about the "Free 2 Play" misnomer. My thinking has been along the lines of GAAS, but the question is: will creating the kind of hobby/service Daniel talks about require procedural generated content?   Minecraft is obviously a hobby and a GAAS (with a single payment).  An MMO like World of Warcraft is obviously a service.  However, Mojang got lucky and MMO's are very expensive to make.  What is the minimum viable content volume for GAAS?  And how do small game companies put out the content needed to be a service?

Or is my basic assumption, that GAAS means content updates, faulty?

Can a small company crank out enough, say puzzle games, to form a service?  Would it have to be some kind of open world?  At what point is there a critical mass of games to move from a 'Fremium'/'Free to play' model to a service model?  It would be interesting to find out.