because you mentioned cash shop to keep hardscore players happy and casual which won't work.You can't please both type of players.Hardscore money spenders would like big advantages over others while casual money players don't like that and prefer stuff like construction update and other stuff. As for making money it works as long as they don't add stuff that you can't get in game .In guild wars you could get stuff from in game or store that was mostly customizable and didn't break the game.I can assure you that shop wasn't for hardscore money players. I wouldn't mind paying for expansions as long as it's expansions. I would like crowns to be used for crafting and other stuff when hero customization comes in play .
IGN ingame: Arkantos