To the OP,

I don't understand all the drama.

Square Enix is a business. They want to make money.

From my perspective, it's a smart decision to sell glamour items and emotes because neither of these things affect game balance. Now, you may think the cost of an item is too high. Don't buy it. How is that different from the decisions you make at any other store? If you went into a clothing store and demanded a free pair of designer jeans as a reward for your loyalty, they'd laugh in your face.

The problem here is that you feel you are owed something beyond what you purchased. Square Enix provides a great game, consistent service, and has a fantastic relationship with its subscribers. They go out of their way to show how much they appreciate our patronage by giving us seasonal gifts and loyalty rewards for how long we've been a subscriber. They didn't have to do anything but provide the game.

So, please get over your entitlement and accept Square Enix has the right to sell whatever it wants at whatever price they want. Once something is up in the cash shop, it is our decision whether or not to buy it.

That's why these items are called optional.