I really don't get the train of thought about removing heirlooms altogether. With that mindset, you have two results in game:
1) They exist. This means that the people who want to use them obviously can. Satisfaction level is complete. Those who don't still have the option not to use them. They are satisfied when questing, but not satisfied when in a Dungeon or BG.
2) They don't exist. People that want to use them are completely unsatisfied. People that don't want them are completely satisfied.
The first option is the one that offers the most satisfaction. One segment of players is completely satisfied, the other segment is partially satisfied. The second option makes one segment completely unsatisfied.
How is removing them completely a fair option?