The OP said nothing about pay to win items. Take a look at the CE store. It's beyond lame for cosmetic and fun items. Nothing about play to win. What people would like is non-substantive items that are more creative and varied. And, I get it that we just launched. But, there are roughly a dozen items in that store. Not terribly impressive.
In all honesty, the security key store is much better. 1,000 credit Fleet Passes? Yes, please. I'll take several.