Pence - dead serious.
Title is self explainatory -new susbscriptions. I'm taking a fair guess those who seek real battle end game content, have already flocked here. To get lotsa new subs you need to strike from a new angle.

And if you didn't notice it yet, this game is not alt friendly. So all the more the ability to customize your character deeply matters, a lot. Because that's what you're stuck with for a looooong time, so you better like what you got there.

Don't underestimate the allure of playing a character your way - be it via builds in combat or via dyeing & cosmetics in town. It's what lets GW2 thrive so well despite lack of real end-game. Well that and no subs. With advanced cosmetics this game would make a huge leap in proving that P2P is the superior model.