Thing is the portion of their player base they're aliening is probably pretty small.

Lots of folks don't care about cosmetics or emotes.
Lots of folks who do care don't even follow the cash shop.
Lots of folks who do care are perfectly willing to play.
Lots of folks who care about emotes, follow the cash shop and aren't willing to pay don't care enough for it to be anything but a minor annoyance.

Really they're only throwing out the slice of the pie that:
Follows the cash shop
AND
Cares about cosmetics
AND
Doesn't want to pay
AND
Puts enough importance for it to be a deal breaker.

What portion of the playerbase is that? 1-in-1000? I wouldn't wager it's huge...