@iBlockHead Reducing the price by 25-50% would be a good start including the pay for coin options which would need a change to reflect the actual cost and/or having the ability to earn through gameplay.
Heirloom prices are an abomination to most gamers so making a tiny reduction but keeping it at roughly the same price point won't make much difference in how a lot of players feel and you're right they should voice their opinion but lack of money and importantly players is heard louder.
Without free players this game will die a lot faster and all those that spent on all event items and heirlooms won't matter when hardly anyone plays it and it inevitably shuts down.
Respawn/EA don't price what they think is reasonable, it's for max profit at any expense and the argument of having a choice by not purchasing but being able to play is irrelevant when you chose not to play. Because of the way monetization is implemented, crap/inconsistent server performance, hackers, updates that bring as many bugs as the content giving the game a feeling of being rushed and unfinished + events that exclude most people with the inability to earn anything though gameplay, I have chosen not to purchase and greatly reduced the time playing as many others have.
You're right they don't owe us anything but I owe them nothing either.