Well, I have been critical of some of moves that IK has made. I admit I have a bit of prejudice against ithingy development because I do fear that it hurts PC/mac workstation development in the long run. I did find myself recommending that iapp to a friend at work that just got a guitar and wants something like it and is already an iapp head. He has the free version now but is going to get the interface and full version. An affordable way to get some cool amp sounds for those that have an iphone.
I must also admit I'm also warming up to the custom shop. I was not aware of the huge amount of content that I already had bundled with Amplatube 3 and Amplatube Fender. I can why Obi compared it to "steam" a while back.
I don't own any T-rax plugs so for me, the free update allows me to demo them. The skin that the plugs are in appear to be the Amplatube interface and the extra real-estate is dedicated to some metering.
I'm not really sure what I got for free here and what's just a demo, but I'm impressed with this update.