While I can totally see the desire to have more things made available as rewards in game, there's still an awful lot of cosmetic stuff, emotes, minions and mounts, etc. just given away during MSQ and side quests. There isn't anything in the mog station that you have to have to participate in any part of the content - no keys for lockboxes, no xp buffs, no damage/stat buffs, no potions. Even the job/story jumps only take up up to the current content, you have to go through the most recent expansion no matter what - and you don't have to pay for the right to get into the content, short of buying the expansion like everyone in the game. It's not like having to spend $ or currency to unlock each zone, etc. In SWtOR, 99% of cosmetics, mounts, minions, emotes, and toys are from the Cartel Shop. When I stopped playing LotRO a thousand years ago, you could pay real money to get guaranteed legendary weapon upgrades, which had an actual affect on your gameplay. So, yes. Other subscription games do the same thing and worse.
Honestly, IMHO, it's like a burger. You pay your $5.95 for the burger itself, which comes with a few toppings. You want extra toppings, like bacon or avocado or egg or onion strings or whatever, you pay for those extras. You don't want the extras, don't pay for them.
Do I wish everything was available freely in game without any cash shop? Of course I do. I remember playing MMOs before cash shops became a thing. But I also don't feel like it's the "death of the game", and in a game culture where every game has a cash shop now, stripping it from XIV would probably actually cause the game to die. Even if the money it generates isn't going back into the game, if it's not generating money for other franchises, then its likely to be culled as "not worth their time". Especially if they're already spending money to fight DDOSs, which apparently people on these forums want them to fight, imagine that.