I think by "New Content", players might mean novel game modes. Hoth TB was novel when it came out. TW was novel when it came out. GA was novel-ish when it came out (some would argue it's just personal TW, which I wouldn't strongly disagree with).
Geo TB is not novel (though it has some novel components). GAC is not novel (though it could have been if implemented differently). MSF Blitz is an example of a novel way to use a character collection.
This forum used to be filled with a lot of creative people - I'm sure some of them would be more than able and willing to come up with novel game modes. A truly customer focused company might even consider crowd-sourcing the selection of the next major feature (Lego does something like this - I'm sure there are many other examples).
