Dungeons and Dragons Online is going free-to-play in North America this summer, and Turbine has released the first screens of the new DDO Store, where they hope to make up those subscritption fees.
There's certainly an interesting mix of items to purchase in the new DDO store. You've got your basic essentials, like potions and hair dye, but then you've got races and one class you can pay to unlock, along with whole quest lines you can just drop right into your shopping cart. Depending on how much you play, it might just be more economical to stick with the subscription plan and bypass the store entirely.