Money this game makes

[kaynide]

As with any company, profits go back into the company as a whole to be utilized for whatever endeavors the company wants to undertake. Some of it being more Final Fantasy 14.

Let's be real here: Profits from Final Fantasy 1 did not go into making more Final Fantasy 1.

If you want to specifically support 14, the devs HAVE made it clear that ALL profits made in the MogShop go back into the game directly (it has paid for additional housing wards in the past, for example). Keep in mind they didn't need to do this and indeed most DLC shops don't fund the core game.

This will sound counter intuitive, but my recommendation if you want to support FF14 as much as possible would be to get the cheapest plan (like the entry level, or the 6-month-at-a-time for the same price), then whatever money you might have spent on extra characters/retainers simply can be used on mogstation things. Or alternatively support the game via attending events.