I've said it before, and I'll say it again - I wish they'd implemented a crowdfunding development situation, even in addition to the stupid cash shop if they wanted.
e.g. -
Pay $20 towards a $5,000 goal to have a Ranger's guild implemented. X% goes to pay coders working on the system. X% goes to other costs for implementation. X% goes to profit margin. Funds held until the goal is met. If the goal isn't met after X days/weeks/months, everyone that invested can either pick another project to fund or get their money back. Just like the other crowdfunding sites. Invest in the project at certain levels and earn perks, like an NPC in the guild that you work with the GMs to design. A statue of your character as a founder in the Landing's Guild hall. A drink at the bar of your own design. Maybe even work with the GMs to develop a guild skill. etc.
Everybody wins. You're paying specifically for development you're interested in. It doesn't have anyone paying to win anything that doesn't benefit the entire playerbase. The company still makes its margin on a service they would otherwise and really should have all along been offering as part of the subscription. But in lieu of that, fuck it. It's better than "roleplaying awards" for cash.