There are a few items in the shop, it's neither in game nor advertised outside of the loginscreen. They are all optional and cosmetic only so give you no advantage over non paying players. We have enough cool mounts, glamour and emots in the game for free to chose from and SE does not use any lootbox mechanic or makes the items time limited so people feel pressured to spend money. It's a little goodie for people and given how often we can get sub days for free or even a full expension, like Heavensward at the moment, I think there is no reason to complain about it. If you think it's too expensive for you that a legitimate opinion to have but I think once in awhile I'll get myself a goodie because I like the design and feel like I support a game that is worth it.