Given that it is hoped by the publisher that we will spend real money in this store, we should get account wide benefits from doing so.
As an example, to get maximum riding perks would take 5-6 months of game based training or about 1.5 times the cost of the game within the crown store.
To spend such amounts of real money and then find only one character receives the perk is not encouraging.
Same goes for racial motifs, and I am sure other items as well.