I'm not sure what GW2's cash shop is going to be like, but Aion and City of Heroes aren't bad, they have lots of fluff items in the cash shop and in City of Heroes I can gain benefits and have them permanently once I purchase them, unlike some F2P games where you have to keep paying to access the things you want, and from the article I read, SWTOR's F2P will work that way- pay to keep getting access (flashpoints, operations, maybe pvp, maybe dailies).
Also I'm not sure if F2P is a good idea for a game they wasted $200-300 million on, $15 times whatever the amount of subs probably rake in more than what people will pay post F2P.