Honestly, let SE make as much money as they can.

[Ikeda]

I don't mind SE trying to earn more profits from FFXIV, especially given SE's current situation. I do believe that more profits for SE from FFXIV would equate to more resources dedicated to FFXIV which could mean frequent and larger content patches which ultimately increases the value my monthly sub gives.

that said, I do also believe that FFXIV should not be too focused on cash shops and rely too heavily on it for revenue generation.

On the topic of vanity items, perhaps SE can make it in a way that the cash shop simply allows for early access to said vanity items, so players can choose to purchase it for immediate use but those who choose not to, can still attain said vanity items either through drops or quests in the next patch.

FFXI hasn't needed a cash shop for 10 years and FFXI's subscriptions are also funding FFXIV on top of its own subscriptions and possibly whichever revenue the Dragon Quest mmo and Nosgoth get them. FFXIV doesn't need a cash shop end of story. People play P2P mmos to avoid cash shops. Chances are SE would lose more revenue due to lost subscriptions and ruined reputation by adding a cash shop than anything they'd gain from whoever doesn't quit.