This interesting, but doesn't answer any questions or calm any fears.There's definitely a lot of historical stuff going on here.
- With Iconics around U18/U19, they couldn't reincarnate (especially True Reincarnate into a new race). They meant they were just left out of the loop. We fixed that with Update 20, adding Iconic True Reincarnation. This was something we didn't want to wait on, while also not wanting Iconics to reincarnate at level 20. Getting every class past life by only playing 15-20 is not a design that seemed good for DDO - just consider current discussions of "fair" vs. new and old players.
- Since we were doing a fairly big overhaul to Reincarnation generally (including Lesser and Heroic, new UI, Kruz's retirement, etc.), it made sense for us to get Epic Reincarnation in at the same time. This saved us a lot of time and probably greatly reduced bugs. (Reincarnation is a bug-prone system, and the bugs are often serious business!)
- In a lot of ways, it could have made sense to wait for level 30 for Epic Reincarnation. We decided it was OK to let players get a shorter/discounted loop for a while until we got to level 30. This was a strategic decision at the time of Update 20.
- Introducing Epic Reincarnation sooner rather than later also meant that playing in epic levels could be more rewarding, including for players who liked playing through the reincarnation loop. Some felt that Epic was not "for them", since that progress was wasted and they might as well just stay in Heroic.
- Level 30 got pushed later than the original plan, so it's been longer since U20 & Reincarnation revamp than expect (aka: not a "short period with a Reincarnation discount", but two years instead). Some of that was because we wanted to make sure we got additional higher level content out ahead raising the cap, instead of having a sparse end game. Now there's things like Temple of Elemental Evil, epic Necropolis, and this year's quests filling in levels 29 and 30 (plus some older raids), before we raise the cap. (We feel we didn't do this as well as we could have when we raised the cap to level 28, for instance. Lesson learned!)
With infinite time and resources we might have done things differently. The two year gap between Epic Reincarnation and Level 30 wasn't a goal, but at the same time DDO is probably better than if Epic Reincarnation had been delayed for another two years.
(As far as not doing an "Actual Reincarnation", we know some players had done so much Heroic Reincarnation already they were "done" with Heroics. We didn't want to punish them by forcing them back to level 1 even though they had all Heroic past lives already. Even for completely new players, it means you can pick and choose and spend time differently, rather than being forced to do the entire 1-Cap at once each time without as much variance. Designing reincarnation as two separate loops, for Epic and Heroic: No regrets.)
I still want to know how you plan to balance newer/casual players who are indirectly punished by not grinding out past lives this very moment?