Two things here.
Firstly, given that the expansion is just around the corner, the timing seems odd. If they need cash so badly, certainly implementing this a year later would have made more sense; announcing its presence at a Fan Festival designed to promote Heavensward seems an odd choice. They had to know this announcement was going to get a massive backlash from a significant chunk of the player base. It's going to cost them some expansion sales in the process, whereas an announcement a year from now would not have had that issue.
Secondly, exploiting your new flagship MMO when it's been out for barely a year (in 2.0 form) is not a good long-term plan for improving the company's bottom line. It's akin to raising your company's stock price by laying people off; eventually, you can't do it anymore, and it also has the side effect of limiting your options down the road.
In short, if SE needs cash so badly, then they need to improve their game design. It is the one and only thing that will provide them with sustainable long-term growth. The cash shop won't make up for lackluster development, and if development returns to a AAA level, then the cash shop would be unnecessary in the first place. So your argument here has some serious flaws in it.

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