The only "exciting" thing in the recent 2018 calendar year has been this obnoxious sith raid that they still care wayyyyyy too much about protecting and Grand Arena. Everything else has just been a bunch of very obviously monetized toons, really the only bone thrown our way in terms of that was the "early" timeframe JTR came back because how vital that squad is to said obnoxious raid.
This game has and always will be based on getting people to spend on characters they don't have or spending on toons that no one has invested in. Their data probably says that new exciting content isn't remotely worth the time and resources on their end.