You can purchase Crowns to be used to get items from the Crown store. Why not game gold to be used to purchase items from guild traders or other players. Prices in guild traders on some items can be very expensive. Not all players can afford to purchase many items merely because they just don't have enough gold in their account. Especially new players. ZOS could setup Gold bundles like they do for crowns that a player purchases via his or her credit card. I might of started a ball of wax here but I do not see how having an option to purchase gold from the Crown Store to be added to your account would be P2W. Again it would just give a player another option to acquire game gold.