I enjoy optional items. Knowing that every dollar i spend goes to extending the life of the game and adding more features.
Im sure they are taking an acquired funds approach. The more items bought through the cash shop they will release more stuff at a higher frequency. And nothing in the shop boosts your character stats or chances of winning an encounter. It's all vanity.
The only thing "i want" are more square-enix vanity, like costumes, hairstyles, weapons and potential mounts from iconic characters from other square-enix franchises and final fantasy. Advent Children motorcycles anyone? Sephiroth's ridiculously long hair or even that ridiculously long coat how about that ridiculously long sword?