Exactly how much more do you expect us to pay?

[FateAudax]

Same would be true if they offered BIS gear for cash, though, doesn't mean it'd be okay, does it?

However, they aren't offering items that will give players an added advantage which will affect the game's progression. No Pay-2-Win in the cash-shop. It's all vanity. Please do not argue for the sake of arguing and plucking things out of the air that SE aren't even doing.

Fact: There are no Pay-2-Win items in the cash-shop.
Also fact: All cash shop items are optional.