Cash Shop: Stifling development.

[polyphonica]

It's worth bearing in mind that they actually are locking a huge chunk of actual content behind a paywall: that's what Heavensward is. They could have just added that to the main game like they added Rogue/Ninja as part of the development our subscription covers. It's just that expansion packs are something people have gotten used to and accepted already, given that they happen periodically and typically add a fair bit of content. But there's no doubt that there's some content that they could have introduced to the base game that they're locking behind the expansion because they want people to feel compelled to buy it. There are probably things they thought of during development that were similarly put off until the expansion for the same reason. And there's little doubt the expansion will have collector's editions and pre-order bonuses so that people who pay more and commit more quickly get extra in-game vanity stuff. So this decision-making process of "how can/should we monetize this?" is already part of their day-to-day operation. But it also doesn't change the fact that they want people to feel that they're on-going subscription is worth it by delivering regular updates and events. In the end, people will keep paying their subscriptions if they find value in what they're getting for the price.