Greetings,
I may get flamed here, and I totally understand where it is coming from if I do, but this needs to be said; at least in my opinion it does.
Adventure Packs should not be part of the store.
Why? Why do you ask?
Adventures are a huge part of what the game is and allows for the players to play together. Turbine has the chance here to allow the community to bond and form a tight hold on a player; making them more willing to fork out money for things like items, stats, experience gains. Community is a must in every MMO; and the way the adventure packs are set up in the store right now creates a huge rift in that community. A good example would be someone running with a group through Water Works and then deciding that since it is such a good group it might be a good idea to attempt Shan To Kor; well not a good idea when 3 out of 5 are totally F2P and do not have access to the dungeon. This is sad.
Instead, I propose that Turbine adds a "prestige quest token" to the store that allows those who have them to accept prestige quest rewards. For adventures like Shan To Kor, when the players complete the quest they would get a normal quest loot table mixed with the prestige loot table. The player then has the choice, accept a normal reward or spend some money on the awesome reward. They are going to be more willing to fork out the money in this scenario... they just got done running a long series of dungeons and are tired, and BAM there is that +2 STR item staring them in the face! I know Shan To Kor has various items that players can run the dungeon over for; Turbine may even end up making a little extra cash in some cases.
I think you will find a higher willingness to fork out smaller bits of money for the prestige rewards than you will for the dungeons. ESPECIALLY since you have a limited number of times you can do the dungeon for its rewards. This also allows more freedom to those that are not paying; but it also allows more freedom to those that are since it will be easier for them to fill in thier groups and play.
Hope this makes sense.