Uh, people here really need to differ-.-
A cash shop for cosmetic stuff in a P2P game is fine.
It does
not mean playing is no longer possible without buying stuff from there,
it does
not mean we only get CS updates instead of real patches.
Read the OP again, he did not say
"I wish FFXIV goes free2play with a CS" 
Only free2play games rely overly on a CS.
Look at WoW - it's P2P and does not rely on the Cash shop at all (people would rage if that happened) but still, they have stuff like..cool looking mounts you can buy for $60-$200.
It's purely aestethic, nothing you need, but everybody who is stupid enough to buy it "just for the looks" is happy.
So what's wrong with the idea of the OP?
Don't bring you F2P experiences here. Show me just
one P2P MMORPG with a CS which made it so you have to rely on the cs
plus paying a monthly fee.
I'm sure you won't find one.
Although I like the reward idea too.