Here is what I know about NCSoft:
1. They have said in press conferences they see cash shops as a good source of income
2. They know GW2 is going to make a lot of money...just look at the hype on this one forum alone
3. GW2 model will be B2P with "vanity" cash shops in the game. I saw what NCSoft considered vanity. There were VANITY items in Aion like lightsaber skins and what not. Well turns out you could skin these items to a BoE weapon and sell the skin. So essentially you paid NCSoft 10$ and could get one HELL OF A LOT of money in game selling the skins. It was basically legal RMT and NCSoft did nothing about it.