"A fool and his money are soon parted" is the correct way to repeat the old proverb.
"Free content" is free. "Paid for content" is paid for. Simple concepts.
You as the purchaser are entitled to pay for what you want or not pay for what you do not want. You are NOT entitled to dictate which content is free and which is paid, unless you are running the business that provides the content. This is a little more higher-level concept and is based in a humanity-wide "greed".
Oh and I will say one more thing.
You people should be now asking yourselves why, since the game has only just launched, this very month, that this current cash shop 'fluff' was not included in the game you just bought? I mean seriously, the code was already in there, from closed beta and they pulled it back to charge you for it now.
There was one other game in the past that had done this and recieved a lot of critisism for. They basically released the game and then later placed DLC on xbox live. The poor saps who paid for this DLC were horrified to learn that this content was already on the disk had already been made and all they paid for was the damn code to unlock it.
I say again to those who don'tt seem/want to see this truth.
You are being ripped off.
DLC/cash shop/expansions should come WELL AFTER LAUNCH. Its proof the game is still in development, its what you get for subscribing, your subs pay for the game to be constantly improved/revised/added too. If the file is substantial, you are required to pay for it. BUT ONLY WAY AFTER LAUNCH! Other wise, it SHOULD BE INCLUDED FROM THE START.