F2P gmaes have to pay the bills somehow and they don't want Heroes to be easy access, even if it's only a pay gate. Some mechwarrior mechs are the same price, more are even more expensive than that. To players, cutting it down to 10-15 seems reasonable. For them, when they release new content and are banking on one time cash injections, they would be denying themselves a Million or even more, depending on the content. Do we want new stuff? We need to support the game. Go work a single day of work and you can afford quite a few things for the game and be happy for a long while.