Now my mogstation purchase in Heavensward alone:
10/18/2015: Minions Tataru, Alisaie, Papalymo, Yda, Y'shtola, Urianger $5 each = $30.00
11/10/2015: Papalymo's Attire: $8.00, Urianger's Attire: $8.00
2/6/2016: Mount: White Devil: $12.00, Mount: Red Baron: $12.00, Mount: Sleipnir: $13.99
3/22/2016: Yda's Attire: $8.00
9/4/2016: Mount: Fat Moogle: $29.99
10/23/2016: Far Eastern Garb for Women: $18.00
11/12/2016: Miniature Dreadwyrm: $15.00
2/27/2017: Emote: Backflip: $7.00, Emote: Play Dead: $7.00
Cash Shop Digital Items Total: 168.98
^I still do not own everything only available on the cash shop.

So outside of the $609.99 I pay for my subscription and retainers during Heavensward, Yoshida and Team expects collectors to dish out another $790.84+ (since I still haven't bought everything on Mog Station) for minions, gear, hairstyles, mounts, housing items, emotes, orchestrion rolls that have never been obtainable by playing the game.