Let us all take a look at the front page and examine the icons over there. There are Icons for the following things:
The bold ones are the current ones we have. blizz always features their new stuff and sometimes they offer them for half price or something, they are nothing new.
But what intrigues me are the variety of other stuff, and the "Free" category.
Toys, Bags, Books, Clothes, Enchants, Scrolls, Weapons, it seems blizzard is gonna start offering much more diverse goods in the store.
At the same time, the Free category makes me wonder what will be free. will they make new stuff for free to get you to browse the store and see the paid stuff? or will they just turn the older goods into free stuff from time to time (maybe for a limited time)?
At the same time, what are those keys? are they CD-keys? are we gonna be able to buy new games from within the game?
Personally I love the store and I don't understand why people complain so much about a few paid features that offer you no in-game advantage ever except for good looks and maybe some time saving in the future (if they start selling level 90 boosts). It's not like not having a bat mount will keep you away from killing heroic garrosh.
Also: what is the difference between "armor" and "clothes" supposed to be? lol