I don't get why people complain so much about Blizzard trying to widen their profit margin. They are a company. If I ran a company, I would probably try and make as much money as I could too. Stop treating Blizzard like a nonprofit, it's a video game, the entertainment business, a leisure activity that you pay for.
At the moment, all you can buy is a 90 with sub-high end gear. Soon enough, that will also be 10 levels below cap. Personally, I won't be too bothered until you can buy full sets of gear that people are currently having to earn, such as the current tier of honor gear or current or second tier raid gear. I understand others are bothered by less, but the line of reasoning sometimes just seems totally irrational.
By the way, I started playing in Cata, have leveled 4 characters to 90 and have a few between 85 and 90. I pre-ordered and boosted a paladin to 90. Read up on him a bit, asked for tips, and then went into a heroic dungeon just to get a feel for it. I let the rest of my party know I had just boosted, and we ran through just fine, if perhaps a little slowly. It's the attitude of the player that's the problem, not the character itself or how they got it.