I'd say the majority of people who use the P2W things are not casual gamers. Casual gamers aren't going to spend more money on a game that they've already spent money on to play. About the Heroes thing, I'm sorry but I don't have 40hrs to put into a game, especially with so many different options and especially with everything going on in my life. So to me, I'd never even earn those Heroes and as a 'casual' Star Wars fan, that's the only thing interesting about that game to me.
You make very good points Ik0n. I still believe what I believe, but I definitely hear what you are saying and it all factors into the equation.