Sweet the founders worked at Origin! The awesome company of my favorite MMO of all time UO 
"It is important that I point out that you cannot buy unbalancing power in Warrior Epic. You can buy customization and convenience. The people that spend the most money will not necessarily be the strongest in the game. You get the best gear and make the strongest warriors by questing and progressing in the game."
That is such an important principle to try to adhere to in a game that utilizes cash shops. You want things that will entice players to purchase extras but in a way that will not alienate the people who have less money to spend. I think this is a very smart and essential viewpoint to take.