Yeah, I understand the in-store selling is odd, but I beleive that is for “Save the World”, and not for Fortnite Battle Royale. It may not be completely ethical, but you are also comparing a PvP game content with the PvE content that could soon to be free to play. I’m not sure if “Save the World” will be free to play since it appears most of the development team is focusing on BR since that is their moneymaker.
Also, EA was in trouble because their loot boxes were pay to win, and completely altered every player experience based upon how good of “Star cards” you had. Fortnite BR has no “loot boxes”, and allows you to pay for the battle pass for $10 and get more character skins, pickaxes, dances, emotes etc, (also you get 1,000 vbucks which means you get your vbucks back from buying the season pass). Since there items are simply cosmetic, I don’t see a problem with it.
I’ve also been playing BR since September 26th, 2017 when it came out, and fell in love with the game. PUBG wasn’t my jam, but the newfound hate for Fortnite BR is becoming a bit…annoying, and I will defend it whenever I can!