They could also potentially take the free trial concept a step further and create a "per-game" pricing option for software-only titles (e.g., 50 cents or $1 / play). Although I agree the current priority should be building the customer base and getting the hardware out there.

The P3 has a network connection. Let's say I had the CL playfield but I wasn't sure if I would get bored of Grand Slam Rally. Rather than spending $399 to "own" the software, I pay a typical pinball price (say $0.50 or $1) using a linked credit card for a single play. The P3 uses its network connection to authorize the transaction.

The business model is basically to capture some of the market of those who are either unsure about purchasing the software or those who would enjoy playing the title a few times but not enough to justify the full purchase price.