I managed to play about 80-90 games after the last reset. Some days I didn't even play a game, and other days I played for a few hours with friends and managed, in the timeframe, to accumulate 14,000 IP. When the shop was released, I unlocked the only heroes that I really play. Most heroes I don't even bother playing them, because I have my own playstyle, and only a few characters suit that. So I am perfectly fine spending my 7k points or whatever it took me.
That is how free-to-play works. It takes a good deal of time to get things. There are a lot of free FPS games and MMORPG games that use this same game model. They are a business and need to make money. MOST games allow you to have access to either all, or nearly every bit of content that is available. However, if you pay money, you have the ability to aquire things much faster. I don't know why people are surpirsed by the prices and marketing teqniques of RIOT. They aren't doing anything new. It's the same thing that every other game has done, since, forever, that has been free-to-play. Your demands can only go so far when it comes to in-game content pricing, when the game you are playing is relatively high quality and free of charge. That doesn't mean, however, that the company will make prices so high that people will not play. But they can't make them to low, or there will be very little incentive to spend money.
This game really isn't about playing a different champion every game. I found that out real quick. It's much funner to pick a few select champions that have different playstyles that you can master. This way you can be useful to your team in any build and not feel like you are hurting your team due to the fact that you not comfortable with your spells. I don't get the fuss over "well to buy EVERY SINGLE CHAMPION". Really? Who actually plays EVERY single champion on a regular basis? I've been playing for quite a bit now and there are still 2-3 champs that I haven't even bothered playing.