This is pretty sleazy. Basically charging players extra $ for content they've already developed, and it's not just vanity shit, it's an entire race with its own racial bonuses.
Imagine if Everquest were released with a collectors edition you had to buy in order to play Half Elves, and that was the only way you could play that race.
To me it is a symbolic gesture as well... it shows the devs/publishers are willing to provide real, tangible, major rewards to people who will take out their wallet and pay for them.
Also, given the cross-faction freedom they briefly had up for basic pre-orders, I anticipate paid faction changes where you get to keep your race.
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