There is literally no reason why these emotes, shaders, and ships couldn't be rewards for quest chains, random drops, or bought for in-game currency besides money.
They're trying to cut off criticism by going "Look, you get free content now!", when in reality they're only doing this because they'd make more money selling these cosmetic items rather than including them in any expansion. It all comes down to money. And these free quests are going to be text lines and slightly varied objectives on maps we've all seen.
Sure, if you don't like it, don't buy it, but that doesn't mean you can't criticize it.
Okay of course it's about money. Sixty dollars isn't enough to support the huge development budgets these games demand. Get over it. Play indie games if it bothers you so much. Destiny is a great game and if people will pay it and it doesn't affect gameplay there really isn't an issue.