A person who hates in-game cash shops, but uses it and buys only the "most necessary" things, then looks down on the persons using the store for other needs, eg. vanity stuff, custom colors and so on.
In Free-to-play games, person buys more character slots, weapon slots etc. with real money. If someone uses the same money to buy cosmetic stuff, cash shop Saints surely reminds him from that in future - many times.
"Because he thinks cash shops are a joke and he only bought stuff that is necessary for progression."