Guys seriously. I know you are fishing for ideas to increase revenue but this isn't one of them. 15 shards to reroll loot is silly, and priced way to high. 5 shards and we might consider it, but ONLY if it increases our shot at named items dropping.
Honestly the answers for you guys to make more money is staring you in the face: look at Neverwinter. Have you guys seen how that game made millions in its Beta alone? Ask yourselves what their store has that ours doesn't. Need a hint?
Their store sells Epics, ours sells mostly lowbie junk!
There you have it! You guys came up with the lotto system to make yourselves money, but you know almost nobody uses it except for freebie rolls. The reason is once again the rewards are junk! It simply costs less to buy the items directly then to roll for them. No one pays for gold rolls because why would you? If rolling a 100 on a gold roll won you a random + 10 tome do you think people might be buying shards for rolls? You bet! It's the lottery guys, they wouldn't sell many tickets if the reward was $50 bucks instead of $50,000,000. The same can be said of selling epics in some form in our store or challenge ingredients etc.
Sure you will get a group of players complaining of PtW, just like people complain about neverwinter being PtW. But these sort of players don't put much money into your mmo anyway, in fact they try to get as much out of a game for as little money as they possibly can. Not exactly the customer base your shareholders want you pandering to. So take a lesson here, and either reduce costs of items/lotto/rerolls of loot to something cheap enough to offset both the randomness and the poor quality of the rewards, or start adding some amazing stuff in the lotto and store that will make people want to fork over the $30 or more dollars each month to go for it.