You're missing one thing though OP, there's a growing community of people selling mods for FFXIV. A number of modders are paywalling cosmetic mods for FFXIV and even in some cases, selling gshade configs. There's an entire market of paid mods that's basically a second cash store for a game that already has a cash store. Depending on how you want to argue this, you could say buying a cosmetic mod is a lost sale for the official cash store. Plus with other mods like Mare, you can have other people see your purchase if they're also using Mare.