Everything is optional, there's no way to "win". Some people don't give a damn about raids or PvP, and spend their whole time in game farming pets or mounts or achievements. To their view of the game, paid pets / mounts can be seen as "pay 2 win", especially pet since pet fights, but also mounts for achievements.
For some people, having a store pet with strong stats is the same as a store selling heroic SoO gear for others.