I'm all for an in-game store that you can buy cosmetics from, so long as they don't increase a single stat (paying for power).
Examples of good store items would be: Emotes - fun ways to show player expression.
Armor Overlays - allows a player to have the stats of an armor, but the look of another.
Light colors - purely cosmetic, perfect for highlighting that new paint job on your Javelin.
Stickers/Armor Decals - this is done well in TitanFall 2, another good way to further personalize a Javelin's looks.
Voice Packs - haven't seen anyone mention these. Separate from the pilot character dialogue, Javelin A.I. voice packs with lines that play when: taking massive damage, using abilities/Ultimate, coming in contact with enemy threats, jetpacks overheating, being inflicted with a status effect, eliminating a group of enemies in quick succession, etc. Another fun way of increasing player immersion.
I'm sure Bioware has already implemented some of these, if not I do hope they can be implemented after launch, so long as they do so in a way that is healthy for their game and respectful to the players that experience it.
New Javelins would obviously be the exception
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