In what way are the current store items to be considered F2P game type times? There is absolutely nothing that helps you to play the game or improve your performance. The model being followed seems to resemble that of ESO, B2P (Buy to Play). The micro-transactions are optional, if you don't want them don't buy them but for the sake of letting people earn a living don't be getting all entitled over cosmetic only items. As for it not making much financial difference - you and I have no idea how much money the store generates but I suspect it is quite substantial as has been the case in almost every other game that has followed this route, companies like Zenimax, Turbine, Cryptic and many others rely on this type of model and makes them money, a lot of money.
ED's model does not resemble ESO's AT ALL. ESO has reams and reams of free cosmetic options, probably because personal customization is a very important part of MMO's.
If everybody playing ESO all wore the exact same set of armour by default, you'd have a point.