They seem pretty reasonable to me. $38 for a mount still beats $100-200 for a mount in ESO (if that, since it's largely loot box rng you may pay even more). You're going to be paying that or more for outfits in most games.
Also, you're going to pay to reduce thousands of hours of grinding and bypass myriad massive problems that other games put in just to make you pay- like items that remove xp loss from death penalties, teleportation items, items to instant rez you, items to increase xp gain/item drops because the game is designed to give so little that even while paying for all of them you're just barely at the rate FFXIV has at standard.
That's really the big win here- FFXIV isn't designed around a cash shop, which makes it an oasis in the endless sands of MMOs that put more development time into their shop then the game itself.
If the cost of having a game with content updates, in game cosmetics, and actual development time is a small, unobtrusive cash shop with prices that are at worst industry standard, and without RNG creates- I'd much rather stick with a sub model and small cash shop then see the game go f2p and stop putting out content updates like basically every other MMO.
SWTOR comes to mind- oh sure, it's great that it's f2p, but they've put out about as much content since they went f2p a decade ago as FFXIV puts out in a single patch. GW2 takes about three times as long to put out new content, and barely has patch updates between xpacs. ESO puts out frequent small patch DLC, all at a cost, and is supported by absurdly priced RNG and housing items in the $100s. BDO puts out a new grind spot once a year with a chunk of story missions- but it's all a thinly veiled ruse to have you grind new things- requiring all those scrolls and xp boosts and the such (and even with it all you're still grinding forever to accomplish anything).
Ultimately- in those games you can feel the cash shop, the game doesn't work without it. In FFXIV- the cash shop is unnecessary, it doesn't chunk out parts of the game to sell to me, it doesn't create bad game design to sell me the solution- so I'm quite fine with it being as it is now.


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