Except that a car is not a video game. I understand where you’re coming from, but it’s like comparing, well, video games to cars, really. Two totally different things. I would love to get the Heroic edition, but since I’ve got the Digital Deluxe Edition (and that would come with the stuff found in the Heroic Edition), I’d love to be able to get those things as well. That’s my opinion, anyway.
In the business world, companies sometimes add incentives to draw new customers. It happens all the time. Bought a car a year ago, but this year’s model has parking assist. If I want that new feature, I need to pay to upgrade by getting the newer version of my same car. Same with GW2 accounts. You have last year’s model, and you’re free to upgrade if you wish.
Is this fair? I guess that depends on the person’s own views on things. But one could also argue that if you waited a year to purchase the game, you could have gotten all these bonuses from the time you start playing.