Indeed. That is the point. There just isn't enough in this DLC to justify why it is on par with a race pack instead of the previous lord packs.
The number of new units for each faction is minimal, there are no new lores of magic (a Lore of Hags would have been nice for Kislev) and the Changeling looks to be the only one of the three lords that looks to be fun. Yuan Bo looks boring (even the narrator for his Let's Play video sounded like he wanted to be somewhere else) and Ostankya looks like she is going to be bland.
This is shaping up to be the worst value DLC that TWW has released.
A lot of stuff just makes no sense
They keep pushing this Tzeentch vs Cathay scenarion, we had it with Kairos and Chick, then we had it with creepy twins being stationed above cathay and now Changeling vs Cathay again. Tzeentch wasn't the cause of Cathay's downfal, it was Orcs and a massive WAAAAAAAAGH after Grimgor killed Ogres.
Likewise, Tzeentch and Cathy aren't two faction people are dying to play. People want EMPIRE, ELVES, TOMB KINGS AND NAGASH.
Esp Nagash, if they wanted to add some cathay content they could have went Vampire Coast and Nagash update where vampires of cathay would get their own LL alongside Nagash and Neferata.
You could charge that shit for 25$ and people would buy it on the point of it just having Nagash