In my opinion, Funcom has crossed the line when they started putting items of ingame-advantage value into the Item Store. It made the game into another Pay2Win Asian mmo, where with mommy's and daddy's credit cards you can get everything you want with little effort. I will not be surprised when BoC, Beast weapons, ACDC and other various items will be available for purchase in the future. Sure, the Breed Change, as part of the System Changes, costs IRL money. How is that fair towards the players? It isn't.
However, of course, since AO is 'dying', as many players claim, Funcom HAS TO get their profit somehow. Right? This isn't connected to the infamous 'Soon™' promises, at all.
I can understand issues that involve money-making but ruining the game won't make it anything to be proud of in the end.