I am likely not alone in saying that this new Epic and Iconic Heart system is impacting my store purchases. I have all my toons up to epic levels farming XP and comms. I have completed over 40 Heroic TRs over all my alts and it was common for me to store bought XP Pots and even Otto's Boxes to accelerate my TR process.
Now that I am working on some epic/iconic lives, it seems that if I decide to spend TP to buy these XP boosters, I am forced to also purchase a heart for another 1295 TP from the store since I will not farm the proper amount of CoVs while using any XP booster. Otto's boxes make it even worse and the reality is they are not even comparable to what a Heroic Otto's Box would do. You get about 55% of the required XP and get nowhere near the comms required to TR so they in fact cost you 6900 TP instead of 4995 TP to use.
Just saying, these are impulse items and people may buy them one time thinking they will work similar to the previous named versions, but they in fact do not and are a waste of TP, IMHO. You have to make a product that has value for the consumer and make that purchase easy.
And what about those players that would love to ETR, but do not have the surplus income to buy hearts? Overall the Epic TR system could be a really good thing for DDO, but you have to make it easy on the player base to participate, otherwise it will lose steam fast.