The one thing that I always think about is that this cash shop content would have possibly made it's way into the game and could have made some content have more lasting goals instead of the gear grind.

New hairstyles? Why not buy them for Allied seals/Mythology/Poetics/Getting top tier with certain beast-tribes, achievment rewards (Tank hairstyle go!) They can still sell these things on the shop but give other people things to shoot for. I just don't get why we want them to lock this behind a paywall, optional is fine but forcing players to cough up for vanity items in a game we allready pay for with no alternatives is just a waste in my opinion (Maybe not to SE's wallet).