I doubt they care about whales because they only rotate one page of the store every other week instead of having everything available with new creations rotated in.
In most F2P or B2P games with cash shops, they have “standard” offerings such as outfits, weapons, mounts, and so on that are always available for purchase, and then they rotate in new stuff on top every week or whatever their rotation timer is set to.
I would not classify myself as a whale, but I frequently buy one piece from sets, such as a pair of pants or a chestpiece, to use for cosmetics mix-and-match, and there is a lot of stuff in the gamefiles that I am very interested in but has not yet been made available to players.