I don't know who is the commercial "brain" behind the elite market place, but without being too rude, it has not got a clue.
Firstly let me say, I waited 30 years for this renaissance, and I am very happy with the game, in fact my wallet is sympathetic to the on going financing of the game to keep it subscription free and avoid pay to win.
I would love nothing more than to fire the queens head at FD, but some inkling of value for money needs to be on offer. £4 for a ship skin, one, singular, is crazy. You want me to pay several times the game cost to make my fleet look nice?
Clearly, this is no good for me, and probably not good for FD either. What you need is too embrace the concept of MICRO TRANSACTIONS. Lots of them. It costs little to produce the skins. If they were a trivial amount and there were exponentially more choices, I imagine revenue would go through the roof.
People would drop 5 quid on skins if they could either 1. use the skin on any ship, or get half a dozen for that fiver. What we need is about 20 or so designs and the flags etc for each ship, maybe faction based stuff in support of powerplay, certainly loads of decals.
Maybe even the Warframe approach where you buy a palette and can colour different zones on any ship?
Something needs to happen though, because the choice, price and relevance of the skins is a great let down.