Exactly how much more do you expect us to pay?

[Riepah]

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.

So it doesn't matter to you, only to those who care about vanity more than about BIS gear. What makes their preferences less important than yours? To somebody who cares more about vanity, mounts, minions and so on than about high end raiding, this cash shop deal is what P2W would be for you. If P2W would upset you, don't laugh at people getting upset about this.