FFXIV was already a solid revenue stream for SE before the cash shop. It was routinely mentioned here and in the wider gaming press that this game saved SE from some pretty dire financial predictions, games only sold more copies since then.
Base game, subscription, expansion, more subscription. Then being asked to pay again for recoloured mounts, old event items, items that already exist in other regions, and it being framed as if they're doing me a favour... Great stuff.