I think the idea of this store is so far off of the game that blizzard has shaped over the years. I had the same thoughts for the BoE pets they started selling and the exclusive mounts for 20 dollars.
Imo it needs to be how it was pay 15 a month and play to be the best, because once they start going down this slope there isn't really any way to stop, and before you know it we will be able to outright buy levels and pay to have a level 80, 85, maybe even a level 90 be transferred onto your account all for the sake of "saving players time by them spending money"