With the primal fights, the grand companies and the return of Relic Weapons to tide us over until the 2.0 is ripe and ready for us.

This seems to be the next bullet in the foot for time-sinking us and keeping us anchored before 2.0 is released, its almost like they are saying "We're almost done with the new content, but here have this bone for now to chew on".

Just two hats, 4 hour wait period everyone finally discovering it and mauling at it. Perfect!