Another thing they could do is for those who own the game for a certain amount of time, give us instead of FREE weekend passes, give 2 passes we can simply give away for a purchase of 4.99.
That would even be a great way of doing it. Just think if all of us that play on a constant basis had say a few DISCOUNT PASSES how many more people we could get on board and they'd be sitting there for when we'd want to share the experience. This would also bring more CLANS from say other types of games because they'd be able to keep passing on 4.99 passes to their friends until the whole clan or group of friends had the game.
They could even just give those passes to those who have owned the game for say a year, give each of us 2 passes that we would give away and their purchase price would be 4.99.
When it would all be said and done, once you gave those 2 people the CHEAP purchase pass they'd get 2 as well and before you know it, it would snowball and TWI/Steam still would be getting the money and keep the price for those that don't purchase it or that did not get a pass from someone else and that go through steam normally would still have to pay $20.
This way it wouldn't just be a weekend, and I could at any time give away a pass to say folks I only see at work and never could get a hold of on a weekend etc.