Although these stories come with the caveat that they were hand-picked to be shared, they seemed free to share both likes and dislikes about the store. Some of the positive mentions include the speed of the store's delivery to player inventory, the sheer amount of items available, fun items like emotes and mounts, and general ease of use. They report that cosmetics are a big hit with beta testers.
On the flip side, the authors were critical of the unfinished feel to the store and the fact you can't see the items you're purchasing in the dressing-room window. Generally, however, the four testers are upbeat about this new LotRO feature. You can read their full thoughts at LotRO EU's site.