for most of those players its 10 bucks for 1300 ice and one t3 skin they probably dont want to use.
maybe one free hero, depending on how you time the unowned hero opening
the rest is worthless.
the bp chests are just overpriced and their drops are really, really bad. rare and epic chests are better in every way.
glory? no one needs that
all access pass? useless for anyone who reached 50 in the last few seasons
in the end, its not much more than the other good ice deals they made (really only the epic key and the the unowned t3 skin stick out). but you are paying to grind for your stuff and that seems really weird to me.
i can see a few players reaching level 50 first and buying it after that.
all they want is to get their players to buy ice without any deal, the 10 buck one is probably the one they sell the most, and get them to actually play. if you buy this, you would want to reach level 50 so you dont miss out on it.
this might be of value for a new player, commited to reach level 50 and focussed on skins and talents. otherwise its a bunch of stuff you can have, but wont need.
its fine to buy if you are level 50 and plan on dropping 10 bucks anyway (this applies to all ice deals though and they dont require you to play a lot), but its not really worth it otherwise.