No cash shop. In any game with a cash shop, if you don't buy from the cash shop you're going to look far less amazing than the dude spending hundreds on the cash shop. In a game like FFXIV that has a flat monthly fee (pretty rare these days; even sub MMOs are often getting cash shops), you pay a monthly sub, a flat rate for 100% of the content in a game.

Don't forget that F2P games are still after your $15 a month; they just nickel and dime you instead of paying it up front. Or else have someone else pay a ridiculous amount to cover for you not paying.