1) The only way you could hit the level cap in the previous expansions was to buy the new content so this is nothing new. Also you never paid for the right to hit 40. That new level cap is tied to the new content. Content that you have not paid for yet. WoW, Diablo, SWTOR etc etc all work this way as well. 2) The Weekly Heroic is a [i]feature[/i] not content. Its a feature that revolves around the latest endgame content. That includes the new level cap. 3) The vanguard are of course going to sell the latest gear. Just like they always have. Once again them updating their inventory is nothing new.