I didn't care really until they added emotes. Exclusive cash shop emotes. I can live with not having some glamour items even though they look really nice if getting them means I'd have to pay extra and not get it myself in game. I like playing the game and actually get stuff that way, that's why I wanted to play a sub game, that and having content updated.
I feel like Odin's horse shoud drop from the Odin FATE or trial since that would make sense, but not having it doesn't hinder my gameplay. Emotes are a bit different I think, at least emotes that are not /dance rather than standart things I have for free in other MMOs.
I don't like the cash shop but I know it will stay, I just wish they'd dial it down a little.