That's right, Buy to play + Cash shop. As found in arenanet's blog (Which is linked to from the official GW2 site):
".... Dye hues themselves will be unlockable through various means, both in-game and out."
"With the transmutation system, you’ll be able to acquire new items known as Transmutation Stones through our in-game store that allow you to customize your appearance."
The first one, most Guild Wars players will know. In the old game you could dye your armour. As for the transmutation stones, they're allowing you to take a set with good looks and put the look onto a armour set with better stats. And to clarify, the in-game store refers to the shop with buying items with real money already available in Guild Wars 1 (Confirmed by Guild Wars Guru).
WHY is this something worth complaining about? You have to PAY for Guild Wars 2, as you did for the old game. I'm guessing it's going to be around the standard price of $50-60. Then having to pay for these items? In a F2P game, you don't pay for anything and get an awesome game. Why would I pay $60 then, right after buying a game, to get these in game items?
Before I go off onto a war on Cash shops, player's rights and DLC. The community manager for Anet, Regina Buenaobra has said on this controversial topic - "Our developers really care about the game, and are passionate about making it awesome for players. We understand your concerns, and we're all listening." So I suggest if you have a problem with this, to light up your torches and head to their "Elite" fansites (Which they visit) or mail them. Now I can continue with my tirade.
For those who've been away from Guild Wars (The first) for some time, they've also added cash shop items. I'm assuming they had a taste of the profit that could be had, because it seems that they're carrying the idea over to Guild Wars 2. It seems that the cash shop motivates them, as anyone who bought the Eye of the North expansion will remember. Do you recall the controversy over the armour recycling? (For those who don't know, prestiege armour was a big deal in GW PVE). Apparently, the designers were motivated enough by the cash shops to create unique armours as opposted to armours with copied or modified shapes and designs.
Not only that, but long requested features, such as a "Hair dresser" or make overs for characters were added.... After 4 years of requests and a once per re-make of $10! One would assume that the use of cash shop was deemed necessary because the game would be free roming and persistant, but there are many F2P games with persistance and great graphics. I am thinking this is a trend of blatant greed. Not just from Anet, but from many other game developers as well.
This is a disturbing trend indeed, in which P2P games are including cash shops in their games and complacent gamers argue "Those are only cosmetic additions..." until mounts and game altering short cuts and "Buying to win" situations are made.
I am not a fan of cash shop in any game in which we already PAID for the game. Especially if there is a subscription or the game attempts to market itself as a competitive game. I can say, these are distrubing trends because WoW has added a cash shop with pets and mounts. Aion added character re-creation to their cash shop, despite their in-ability to stop bots and farmers in game.
Even console games are not immune to cash shops, althought they're marketed as DLC (Down load content) there are item packs, cosmetics and attempts to squeeze cash out of the consumer. These are especially sickening when you remember the Resident Evil 5 Vs pack. Which was just an 351 KB unlock for something ALREADY on the DISK! It's really just selling you the horse, then making you pay for it's organs.
We as gamers must stop being so complacent and allowing ourselves to be cheaped and duped by million dollar companies. "It's just cosmetic" "You don't have to buy it". You act as if you did'nt pay for $60 dollars and got ripped off!
What happened to us? Why did we let the trolls convince us that our valid arguments and ideals are just QQing? No one can criticize these giants anymore, any attempt is just plain old crying.
The fanboy is the new homo sapien, doomed to buy DLC and pay double for the same amount of content our gaming forefathers so happily enjoyed.
http://kotaku.com/223420/some-marketplace-downloads-already-on-disc lists some other offenders of selling you things already on your disk.
www.guildwars2.com for the offending articles.