Virtual in-game items for real money

Hi!

I've noticed that Blizzard is about add another virtual item (Winged Lion) to a Blizzard Store mount. It distrubs me a lot.

Let me elaborate. WoW is phenomenon that requires You to pay for:

1) Start up package (wow full account)

2) Monthly subscription fee

3) Every major upgrade costs (expansions)

Now, as of Blizzard Store project (correct me if my timeframes are off) you can consider buying virtual in-game items for real money.
Putting money already in this game i await it to be fair for everyone which is the fundamental reason why games and gaming is fun. Yet, player who invests even more real money than required may have items that player who does not never can. It feels disturbing and discriminating in a way.

Can someone reply or point to a official stance from Blizzard regarding "virtual in-game items purchase for real money"? I would really be interested if this trend is going to be continued and supported by Blizzard in WoW.
Forgive my straightforwardness but it feels as disturbing as buying "gold for real money" and pretty much sucks out the marrow of gaming experience.

On a sidenote, It is becoming more and more likely that WoW playerbase can only be killed by Blizzard itself (intentionally to migrate the playerbase to another projects, Titan?) or by accumulation of small disturbing somewhat wrong decisions (virtual in-game items sales for real money for example). If it creates revenues now, it does not outright mean it is good decision in a longer perspective.
This belief is based on my own experience of 20 years of following gaming industry, 5 years project management in gaming industry and over 15 years of being loyal Blizzard customer.

Thanks for reading!
Sabellian - one insignificant customer among the sea of loyal customers.