I already had both the vanity pets you are suppose to get from one level, bought both from the crown store over a year ago. It kind of stinks that they were this lazy and just rehashed items a lot players would already have.
This reward system is geared towards players new to ESO.
At least those of us that are already playing get a chance to level up a new character and get some of the goodies that we don't already have.
I have all the costumes and all the pets so no big deal.
I got the storage coffer which is nice.
And the gear they give you at various levels does help a lot to make it easier to go questing.
I already had all the costumes. Meh. Oh well. It's still awesome for new people.
I do wish they'd varied the brown horse you get, though. Would have been nice if they'd left the brown horse in the stables, and given people a slightly altered version for leveling up ... like put a white stripe down its nose for the leveled-up reward. A little variation like that would be so welcome.