I don't see why its so inconceivable that you could just buy Heavensward once. In FFXI, I could buy Aht Urghan for 360 and play Aht Urghan content on PS2 and PC as long as I had the data installed. I understand that based on what they're saying, you may have to buy it a few times, but before you cite any other game for cross-play-purchase, how about Square's only other MMO??