Quite a few people believe that if they keep adding more things to the store with more detail to it than the items aquirable by actual gameplay its a direction that will hurt the game in a long-term. Imagine a future of the game where all the cool things are put on the store behind 25$ or more, and all the gear in game looks blend and boring in comparison with much less detail.
Thats a scenario that isnt far fetched at all if the company decides to emphazise more on putting things on the store.
Best thing you can do is vote with your wallet, but some people like to take it even further than that.