There is nothing really wrong with any of that as long as they only sell cosmetic items. They are a company that is out there to make money and if they can provide a quality game for free I see no issue with this.
The reason people usually frown on Free to Play games is because a lot of them are not that great and/or they have a lot of predatory mechanics built in.
I’ve noticed a trend recently where if a company is trying to make more money they are somehow considered to be the bad guy. It’s a business, of course they want to make money, otherwise they wouldn’t do it.