It is still new content, or extra content. What if I say I don't want to do dailies, quests, rep grinds, dungeons, heroics, raids. I only want to sit in the capital city and chat in trade. Do I have a right to say the Blizzard has added no new content to the game? No I don't. Why? Because I am creating an artificial rule of what is content rather then accepting that there is plenty of content being added.
Refusing to see something as content doesn't change the fact that it is content. It just makes you blind.