This week Cryptic had a 25% sale on all its "packs" for Neverwinter, combined with the news that they are now available in the Zen store. (Up until now you could only buy them through the Perfect World website.)
I previously bought the Knight of the Feywild Pack and allowed this sale to tempt me into adding the Guardian of Neverwinter Pack to my collection. I'd already been thinking about getting additional companions and mounts for some of my alts (I love my sparkly unicorn, but it doesn't seem quite right for my great weapon fighter for example...) and this seemed like a good opportunity. The packs aren't cheap, but nothing in this game is cheap - things are pretty much either free or expensive. Getting another rank three mount and purple quality wolf companion for all characters on my account (including future ones) just can't be beaten when mounts and companions of equal quality and which are limited to a single character can come in at 30-40 euros a pop.
Note that the "Medium Adventurer's Horse" from the Guardian pack is a rank 3 mount despite of its blue quality level. (Thanks to Telwyn for pointing this out to me ages ago.)