Last night I played a lowbie character for the first time in months. Now, the game's always had this box of goodies that you get for free and that levels up with you for a while, while spitting out some simple items such as scrolls of identification and injury kits every couple of levels to help the new player along. That's not new.
What was new to me however, was that upon hitting level 20 I suddenly received three "Shimmering Lockboxes", highlighted by a voiced tutorial that told me to buy keys for them! I did check the Zen store and the keys were actually free; clearly the idea is just to make people use the interface. Then you open them, and what do you know, they contain a few things that are actually very useful to a new player, such as a free stone of health and a green quality mount.
That means lockboxes are good and well worth your time, right? Hrm.
I'm usually not someone who minds lockboxes very much, provided they are optional and don't award anything too powerful, but even I have to say that trying to lure new players into buying keys by making them open a bunch of rigged "trial lockboxes" that are guaranteed to award something nice is a whole new level of skeevy.