Anyone willing to purchase items in an item shop in a subscription based game are doing an utter disservice to their fellow consumers / gamers and completely toxifying the MMO market. Any item in the item shop should be available in-game. This is a standard of the MMO market (that subscription based games DO NOT get to do micro-transactions; go B2P/F2P for that model) and the fact you want to allow Blizzard to continue to exploit their position as market-leader in order to generate more profit for themselves is really frustrating.
As an informed consumer, I want the highest value bang-for-my-buck possible. Subscription fees are already fairly expensive, and arguably they are overpriced for the service provided. The fact that you then want to throw money at items that should be in the game is really maddening because you are depriving me of items. The development time that goes into the item shop should be spent on the game, making the game better and have more content. By spending in the item shop you are drawing development time away from (what should be) their focus and creating financially stratified content. It doesn't matter what anyone's personal finances are; the fact is that there are market standards and you want to erode them. Your lack of consumer activism is making it actively more difficult for those that are informed and trying to stand up for consumers to do so.
We should be holding companies to higher standards. I mean, why not?
(And Blizzard are the only company that can get away with this - I presume it's due to their market position - whereas smaller companies cannot. That is rank hypocrisy and I hate that people let Blizzard do so)
Please think about the structural context that you reside in.