Whats wrong with having an in-game virtual store? It is a more convenient option for players to buy vanity items and other cool things from blizzards collection of virtual goods. Why are players personally offended by the Blizzard store in the first place, you dont have to buy the items if you dont want to, so I dont see what the big deal is.
Its about time they added an OPTIONAL + experience item to the store.
Think of all the awesome things they could add to the in-game store:
-New unique, never before seen / conceptualized mounts
-Unique and awesome exclusive transmog sets with custom animations / effects when spells are cast
-Coins for bonus rolls (so you dont have to go out to farm them)
-Flight training (so you dont have to use gold to buy it in game)
-Herbs, Ores, Leather, Cloth (basically any raw materials so players who choose wont have to go out to farm it)
-Exclusive transmog raids (bosses drop nothing but transmog gear, new unique raids developed solely for blizzard store customers to have content to just get transmog gear)
As you can tell, nothing on that list increases character power. It would be awesome to just click a button, and have your credit card linked to your account and buy some cool stuff while in game without having to leave it.