It's not that I hate Blizzard. It's that I don't think I should have to pay extra for cosmetic stuff when I'm already paying a fee for each expansion AND each month I play. If WoW was a one time purchase like GW2, then I'd be more open to cosmetic stuff in the store.
I'm looking at this from a business model value proposition. Cosmetic stuff seems harmless, but it's actually pushing the boundaries of acceptable and sets an ugly precedent to charge for the expansion, the sub, AND extra on top of that.