This Hot Shots lobby really is amazing. System seller right here.
http://www.youtube.com/watch?v=TdmmN4bva2Q
The lobby system has actually been around for a really long time. It was originally introduced in a title for PS2 called Minna no GOLF online, which actually had a monthly fee too. It was based on the minna no golf/hot shots golf 3 set of characters I believe, but it totally had all the same features we now have in the palm of our hands.