I think you might be completely disregarding every piece of information that has been released about this. Maybe you should reread some of these threads and go to the links posted.
They are certainly charging for more than 'fluff' and no one is complaining about paying for fluff. Basic UI features and the abiilty to access the game are not 'fluff'. PvP and PvE content are not 'fluff'. Mounts, special glowies, pets, party jawas are fluff. Please be informed.