The thing with HS is you can get everything in the game for free, it just comes at a (gated-by-dailies) time cost.
The other option, of course, is to pay to unlock that stuff without having to save up gold (p2w), but there is nothing in the game that is only available to those who pay.
The unfortunate thing is that this cost is only getting higher for people just getting into the game now. It's not because any prices have gone up, but because the amount of gold you need to unlock just the two released adventures is quite a lot and new players won't have any gold saved up (because they are new).
It's actually kind of an interesting model, because if you love the game and play it a lot, then you will likely have enough gold saved up to buy anything new that comes out. There are plenty of players who had gold waiting to "buy" the new expansion for free the instant they were released. If you err on the more casual side, or just don't have as much time to dedicate to the game, then you'll find yourself running out of gold and considering purchasing some of the adventures with real money if you want the new cards (my case, atm). I suppose this is the norm for most "fair" f2p models, but it's just something I find interesting you are essentially going after either the more casual player or the impatient player; the hardcore guys do just fine for gold, and people who don't really care will be happy to try it out with basic decks.
In any case I think complaints about F2P gaming are fine, but the model works so well for the CCG-style game that it is that I don't even know what the alternative would be. Give everyone all the cards? Paid expansions that add new cards, but possibly split the player base? If it doesn't split the player base, then you're right back into p2w territory. If you don't like F2P that is fine, but I don't expect HS to ever move away from it because it's pretty intrinsic to the type of game it is.