I think it's a little over the top to expect to change appearance for free, I mean the game is free-to-play for christ sake :D They gotta get money from somewhere...
They could simply remove the option for people to respec by buying a reset from the store, and instead give people the chance to respec maybe once a month for free or something like that, so people wont be able to do it too often but on the other hand don't have to use money on it either. That way they could balance it…