I would like to reply by posting what I have just posted to a YouTube video discussing Runes:
------------------------------------------------------------------------------------------------------------Rune Costs and Obtain-ability------------------------------------------------------------------------------------------
(Compared to Champions and Skins)
Instead of making runes free, couldn't riot give more IP per game? Perhaps based on your champ score, or a new champ bonus for encouraging players to try other champs?(on top of larger parties of people) People who are new could then spend the IP on either runes or champs quickly and effectively. older players, such as myself, who have all champs and most runes, could just spend the extra IP on new champs as they come out and runes as they see fit.
The champs IP cost would go up to entice players to buy RP, but leaving the runes IP cost the same so as not to disrupt the older players peaceful experience and previous purchases. When the champ IP increases this will allow players that have bought the champ with IP not to feel cheated. The bottom line is, champs can be bought with real money, runes cannot. you can buy boosters with RP but you still have to grind the games to get the IP. IP in this case serves as a reward, a reason to play more games, or when a loss occurs having a "well at least I am closer to a rune or champ" effect.
While runes being free has potential to create "diversity" in the runes chosen, I think it will have an opposite effect. If players are allowed to choose whatever, then players may easily go with what works best, from guides online. But if these players are in situations where they don't have all the runes listed in a guide then those players, such as myself, need to come up with creative substitutes.
All in all, riot has made an in game currency obtained by playing the game. At some point, and after many games, the player will obtain more in game currency than they can spend on the game. For those who play a lot or have a budget set aside for gaming and spend money on champs, and have accumulated all champs by now, which reading the comments seems to be quite a few, need something to spend it on.
If runes are free, then IP is only for champs, which have a more distinct advantage then runes for the most part as they are prioritized above runes. (I prioritized Volibear in 2011 because he looked awesome, [still same splash art= still same awesomeness]). In conclusion, should Riot actually make runes free? (rune pages yes, but runes?) or should they give more IP so runes are prioritized in their own right, and substantially easier to obtain? or perhaps there is something else that can be done?
Something else that can be done to allow players to obtain runes is to put them in the hextech thing, (which is a great addition for those youths who may not be able to buy cool skins, which I don't think riot gets enough notice or credit for) or win IP boosters.
------------------------------------------------------------------------------------------------Rune Page and Rune Page Usage Before and During Queue-------------------------------------------------------------------------
(In comparison to: Masteries and concerning: Champions)
Difference of runes and masteries: I think one cause of runes being so set as "run this page for this champ" mindset is because you cannot change your rune page during queue as you can your masteries. If I'm playing top and my opponent picks a champ i dislike playing against, I can always modify my masteries before the game begins, but my runes I cannot. Thus causing me to have general pages for champs that can benefit them the most under all situations, or perhaps a few situational pages for my main.
If my choices are banned however, I feel as though my rune pages are not as good. In solo queue, I have not had a problem with this yet because I have 20 rune pages, 15 used for 3 junglers, 3 mid, 3 top, 3 support, and 3 adc. the other 5 for my fav champs. Others may not be so lucky as to have many pages in case of picks and bans.
Perhaps giving champions (yes, the champion, as owned or playable) 3 or 5 blank rune pages, choosable by players before games will make for more diverse game play. So my Rammus can have a jungle page, a MR page and an Armor page. My Trynd can have a AS/Crit page, a Crit damage/health page and a Mixed MR/Armor page. Etc. This will allow players to not only set masteries before games up for success but also runes.
----Re-reading this paragraph was a little misleading, so for further explanation: Aatrox, when playable, has 3 rune pages in his pocket. When I play Aatrox I can choose from one of those 3(or 5 or w/e) rune pages I modified before queue, during queue. When I go mid, I pick my Garen, when I get countered I then choose from one of 3(or 5 or w/e) rune pages I designated for Garen during pre-queue.
I believe this will also encourage players to try new champs as they will be modifying the runes for each champ and thus looking up abilities and stats for the champion to best utilize the champion kit.
I realize this was an old post and if needed to be posted somewhere else I can. These are my thoughts on the matter and may have been thought of already. I hope this is of help.
By: Your host with the most, Obechosc