SE is putting out satisfactory content with good rewards for engaging with it. Blizzard currently isn't, so seeing cool rewards locked behind a money purchase feels, to use a ye olde General Discussion turn of phrase, like a slap to the face.

I am personally against all cash shops for a subscription based game, but until SE falters people will continue to drink the copium about the "profits going directly into the game", or something that was more rumor than anything else. We shouldn't be shamed into feeling like we need a cash shop just because SE won't give Yoshi's team the resources they need.