First of all PLEASE DO NOT POST NDA violations in this thread if you are a beta tester.
So, on DDOcast they talked about the ddostore and buying things like rez shrines, rez cakes that you can use while you are dead, and buy things like mana pots and healing pots and that you can do these things while in quests. There are soooo many pluses and minuses that can be pondered over with the advent of microtransactions and the ddostore but lets just focus on one aspect. As someone who has never been part of a big guild, it's taken a lot longer to get raid gear, fat loots, etc... part of the reason is that it's easier to get raids together and many guilds provide a lot of support to new players to help them attain skillz, favor, and xp. I see that as all great. The only guilds I have joined are because of social interactions during questing. (That said, I am thinking about trying to get one of my toons into one of the many bigger guilds on Khyber to check out the guild experience. I don't want to come off as being anti-guild, I'm not.)
So, it seems that the ddo store will allow non-guild associated players to get though content more readily than before and "sort of" even the playing field between guilds and the masses. In my opinion, currently if you are in a big guild you have a significant advantage in this game, in terms of plat and stuff. If you are a serious player and in a guild too, all the more. Multiple greensteels, a complement of raid loot, tomes, etc... And yes, the ddostore is the "easy button" but in many ways, being in a big guild is also an "easy button". I appologize in advance if I inadvertantly offend anyone or any guild, that isn't my intent.
(also has there been any official note in the regular forums about if all store items will be available in all quests and raids or if there are restrictions?)