I think a lot of that stuff is in there for the benefit of the post-Essentials crowd. That, and to add some padding, probably.
That said, I really liked it (never bought AVI), and more than its face value as a sourcebook, I found that the ideas within made for fertile soil for further ideas. YMMV, of course.
It is absolutely AV1 for the Essentials crowd. A very large chunk of it is reprinted material of one kind or another, such as superior weapons and superior implements, or stuff taken directly from DDI.
Hopefully someone is already making a list of the content so people know how much new material they're paying so $30 for. I picked it up, but mostly because I want to support my FLGS. If nobody else is working on it, I may see if I can throw one together.