It amused me the first time I read the 'Predatory' accusation...
... and the last time.
When the store contains powerful assets, that cannot be obtained by playing, in exchange for Arx (hence cash) - (everything in the pre-build P2 can be obtained by play, apart from the zero rebuy, of course (I have 4 zero rebuy ships now!)) - perhaps then it would earn the title, otherwise it is just providing assets from the game to those who are, perhaps, endowed with more money than time to play.
Such an attitude as mine is at odds with some, so be it.