Ride a $35 Tiger into Battle; pet your $20 Boar in Neverwinter.
Perfect World has added a few pets and companions to the Neverwinter Zen Store. First, there is an "uncommon" Boar Companion that you can pick up for 1500 Zen (approximately $15). This boar will fight with you and at the uncommon level, it has two different abilities and two skins to choose from. Next are Tiger Mounts. These mounts will increase your movement speed by 110% or 80% depending on which rarity you choose: the purple quality tiger is 3500 Zen (~$35) while the blue quality tiger is 2500 Zen (~$25). Zen is available through Perfect World's online store or by converting in-game currencies from any of Perfect World's MMO catalog.
While researching for this story, I tried to get to Perfect World's in-game store for Neverwinter and found this to be a frustrating experience. First, you must be registered to log in. Next, you have to have a character at level 10 and your account must have been active for at least one week. Without these things, I was not able to recharge Zen nor was I able to look at the store. Interested parties can see the going exchange rate through this wiki though.
There is a lot of discussion on various message boards about these Tigers being listed at an extreme price. At $35 dollars per character, this mount is significantly more expensive than the World of Warcraft equivalents that are account-wide.
One criticism against lowering the price is that unlike World of Warcraft, which still employs a subscription model, Neverwinter's mounts can be purchased by farming for Astral Diamonds in game. These items can be converted into Zen, which means that players who have the time and want to expend the effort, can simply save up and purchase these mounts for free. Or, players who have been engaged with Perfect World's other MMO's can simply convert their other currencies into Zen and use that to purchase these mounts and companions.
Source: Perfect World Blog