This entire debate is plagued with oversimplifications. It's a problem few people notice and even fewer want to care about. Talking in grand, evocative, catch-all phrases captures the imagination and pulls the heartstrings much better than trudging through complexity and having boring discussions about words and their definitions.
Pay to win, for example. It's a vague concept, and made even moreso by the perpetual nature of a single-shard sandbox where the concept of "winning" has so many different shapes and sizes. Watch two alliances post-battle debating on CAOD and you'll start to get some picture of how "winning in EVE" means about twenty different things. Honestly, I'm kinda of amazed that so many EVE players are wilfully ignoring how pay2win exists right now, according to the definitions that they themselves provided. But those definitions change from post to post.
Can anyone, in all honesty, provide a definition of "pay to win" that has consensus amongst EVE players? I doubt it's possible. What one player sees as just an advantage, another sees as gamebreakingly overpowered. Perspectives on this issue are wildly divergent. It should be little surprise then, that CCP is conspicuously hesitant to make blanket statements, just as it should be telling that when they do ("no gold ammo") hundreds of people seek clarification and read twelve different meanings into it.
Another related issue is that paying for advantage doesn't guarantee winning. A while back, a Russian aluminum tycoon spent tens of thousands of USD in PLEX and funded an alliance of hundreds of people and their ships. This guy tried to pay to win, but ultimately discovered that it takes more than cash to make a successful, space-holding alliance.
This reality is often ignored as well when people talk about how buying in-game advantage will necessarily and inevitably destroy the game. It already exists. Is EVE broken as a result? Some might say yes. At least they're consistent. Others might say no, and compare it to a noob flying a paid-for-by-plex Raven and losing it stupidly.
People can buy their way into anything right now, from new ships to entire alliances, and most inevitably discover that in EVE, you can't pay to win, even if you put thousands and thousands of dollars on the table.
So I guess my point is that, ultimately, people are concerned that a genuine, unarguable, pay2win mechanic is going to be introduced, and one that everyone can agree will be overpowered and gamebreaking.
So I guess, in that russian tycoon example, it's something comparable to buying sov over a system, that cannot be taken back. Some kind of infallible win mechanic.
I think if you read between the lines, CCP is trying (and failing spectacularly) to communicate the idea that a mechanic of that particular kind will never surface, but something similar to what's already out there very well could. Its a fine line to tread and they're not doing very well at it so far.
It's a much subtler distinction, and one that will probably remain forever distorted so long as CCP continue to mismanage communication, and mob thinking is the filter through which everyone sees the debate.