This is a premium monthly sub based with a premium cash shop mmorpg. And no your monthly sub is not enough from a business perspective. It's bad business when you sell something at lowest possible profit. As a business you have to go for the maximum profit it is possible. And seeing how many people buying things from the shop and keep asking for more then SE is doing fine business. People have money and are willing to spend. You don't have to buy anything from the shop. We the players created the DLC golden era. Don't forget that.