Blizzard is continuing to make more and more of its exclusive content accessible to all, with an upcoming patch that will allow players to buy mounts and pets though it's not clear from the video that broke this story whether it's real money or in-game gold.
In the test build version of it - which has now been pulled from servers - the currency in use was XTS, with a caveat stating that it was a test currency. Since chances are it would use a refundable gold if it was going to use in-game currency, I'll go out on a limb and suggest this is a real money store in the works
In the video below you can see the player buy a Blossoming Ancient, with the item showing up in his inventory after a quick account confirmation.
Each 'item' in the store, be it pet, mount or consumable, has its own 360 degree viewer, so you can make sure that pet Cinder Kitten looks good up close before purchasing.
At one point in the video you can see discounts have been applied to an item, so it seems likely Blizzard will have time specific sales for certain items surrounding certain events. Presumably this could apply to things like Winter relevant mounts and pets around Christmas.
Consumables too are an interesting choice and would theoretically allow for Xp boosts and other such items, further opening up the game' content for lower level players to speed through. This is a trend we've seen a lot more of with WoW as of late, with Blizzard hoping to maintain its still strong, but haemorrhaging player base by giving them easier access to the more exciting end-game content.
