Previously, before Warlords, heirlooms were datamined to be available to purchased with gold at release, but they scrapped that and they were unable to be purchased at all for quite awhile, except with darkmoon faire tickets, with the promise of a future new heirloom system. I wrote a bit about my baseless theories on the impacts of removal of the valor point system, like months ago, but it looks like heirlooms are just about the only things that are able to be purchased with gold, and apexis crystals are the 'new valor points'.
