They're not new features. They advertise how they add new content weekly. This new stuff appears to all be just the same kind of stuff they already offer. (They already have ape and frog people, for instance, although with different models.)
I'm not outraged by this, but I'm also not yet a HeroForge customer. (I am continually pondering buying an expensive bronze mini of my gnome illusionist character.)
I do think that, barring this kind of customer reaction, it was going to spread throughout the system pretty fast.
That said, there are weird gaps in the HeroForge line-up, and if it takes having Outgunned or Mothership or someone collaborate with them to fill in the gaps, it's probably a long-term win for the customers who can afford all the DLC.