Paiz says that the team saw that not enough F2P players were heading into the Lone-lands, which is why they made the zone's quest pack free for everyone. Other deep LotRO secrets she reveals are the reasons behind removal of radiance, dual upgrades to the legendary item system, the addition of cosmetic pets for all (which may provide buffs when used!), and the expansion of Monster Play so that all tiers of players can participate.
She also shares an encouraging word about the financial state of the game: "Revenues for the game have continued to increase. While we are getting some great feedback on what the LotRO Store can do better and what other items you'd like to find there, Store usage continues to be much higher than industry averages!"
You can read the full Producer's Letter over at LotRO's website.