Wait for the sale. But sadlly there is nothing in the store that should be more then a $1...

Really how many people actively play the game about 800k
I'm not paying $25 for a mount. That is basically a retecture of something already in the game.
Even if it took a week to do tweak it. Which it doesn't 1 person lets say $40/hour x 40 $1600 to make it just right... with meeting and commities and everything.. lets say it cost 2k.
I personally thing a lot more people would pay $1 few that pay $25..

But they see value because a few people do pay $25 so they think that is the going rate.
and lets face it 1,000/800,000 that's still $25,000 vs hoping 25k people pay for it.

I honestly think there shouldn't be anything in the cash shop you can't get in game. Make them time/gil/untradable currancy sinks.
$10 a month time 5 months to get a mount is $50 vs $25...