I think the problem with this comparison is the fact that it’s a “store” in the first place.
In Halo 3, Reach and even Halo 4, armors were earned almost exclusively via playtime, not by paying real money. Halo 4 did have DLC armors, however, you unlocked several sets (along with maps/other content) for like $10 as opposed to only one customization option for an absurd $20.