The FFXIV shop prices are already about double what feels like a good price for a virtual outfit to me - last I checked, about $18 AUD where $10 "sounds right", though it's still (just) reasonable enough for me to get things occasionally. Double the price again sounds like far too much.

(I'd still like to see them go for a "quantity over individual price" approach though... I know I'd talk myself into buying well more than twice as many items if the price per item was lower. Or perhaps drop items prices slowly over time.)