I personally don't believe the Blizzard has financial autonomy. It's Activision-Blizzard and it's board of directors that pull the strings and decide what budget and what market potential Blizzard has to explore with their games.
The itemshop? Probably got forced by Activision-Blizzard to start putting that in their game.
The old Blizzard before the Activision merge, that made WC3, etc. would never have sank this low in my opinion.
Anyway, this is not a thread about the itemshop, but one about "who calls the shots?" Blizzard, Activision or Activision-Blizzard?