A quote from this article has caused ESO fans to go into a tizzy:
What types of items or services can we expect to find in the Zenimax store?
The purpose of the store is to offer interested players a variety of additional services. At launch we’re going to have two items: the ability to upgrade to the Imperial Edition, and an entry level horse (Palomino colored). The horse you get in both purchases is functionally the same, but the Imperial Edition is the only way to ever get the White horse. We have the Palomino horse available to allow players to purchase a basic mount without purchasing the entire Imperial Edition.
So, there is going to be a mount in the “cash shop” upon the release of ESO. People are throwing a fit about it and, for the life of me, I can not understand why. For one, mounts are available and purchasable for in-game gold. Zenimax is not forcing anyone to buy a mount from the cash shop. You can easily save up the gold and buy one in-game and, other than the fact that the cash shop horse is a Palomino, there is no difference between the cash shop mount and the one purchasable in-game. Its not faster or better in any way.