Just seen this store released today, it makes the first time that items in the game, rather then services (even if an item was attached), have been sold directly.

Looking around the web there's a lot of uproar over it now that personal income is starting to come into effect inside the game world (although only for dedicated collectors right now). It'll be interesting to see if this move sours their reputation with their fanbase as a gamer friendly company now they are blurring the lines with the free-to-play market.