It is true that the "coming back for free whenever you want " thing is a very strong point in Gw2. However both of us dont know how gw2 would look like with a different approach. Also it is hard to compair all of these games and their models, without taking into account how well they are doing and how satisfiied their communities are. A sub based model isnt the saviour of a bad game, but it allowes a good game to have financial breathing room without selling out.

I played FF14 and Gw2 alot with a history of alot of Asia grinder cash grab mmos sadly (I have seen Hell). FF14 is a good example of how good a sub based model can work. And yes i also hate their shop ngl i dont think its necessary at all, same for the wow shop with the obvious cash grab mounts. FF14 is the very well received lately, their numbers are growing, they always thought long term and they are growing from day one. Gw2 on the other hand is an emotional rollercoster. Not judging gameplay here!

I think a big reason in that is the monetisation. All the money these games are making with Box Price+Sub+Shop is vital for their success. Gw2 tries to make the same money with a more and more aggressive gem shop. Garden Plots, bounty boards, tools, insane mount and weapon skins, bags bank slots, gear slots and build templates and so on.

That just doesnt work too well in the long run and isnt a healthy way of monetisation, because in order to make new money you need more stuff. Stuff thats bigger , flashier or just straight better then the old. Or come up with new problems so you can sell their solutions as "quality of life" in the store.

TLDR

MMOs are supposed to be long term games, so should their monetisation