It'd be one thing if there was one in the game. Same model but different color (or another small difference). Thus people who want it can either put the work in-game they're paying monthly fee for or kinda "skip" it by buying the shop-item.

But this is neither: It's an item that skipped the game entirely and went straight to the shop exclusively for a high price. Higher than any mount before. $35 is how much addons or AA-titles cost. But this is a single item. Sure a multi-seat mount, but wether it has 4 or 10 seats doesn't matter.

It's not something entirely new. Floating carriage existed with 2.0. The chocobo existed with 2.0. The flying animation with 3.0. Ride pillion with 2.57(?). With 3 passengers 4.56.

It would be nice if SE added more options in the shop, though: Buy it for single-character or account-wide. If single-character, give the player an upgrade-option to account-wide (single+upgrade at higher price than directly account-wide), like SWTOR does.
(btw in SWTOR you could even do that all for free. All it needs is time. Buy with ingame-money, unlock with shop-coins accumulated with authenticator)