For me I'm just bored, as I've not been playing any games in quite awhile, and LandMark looks simply amazing. Add to it the Storybricks portion that will be added in, and it's mind blown if they pull that off. I can create my own world, and fiddle with npcs, and their AI. Sign me up. I've never been in an Alpha as well, so it will be kinda cool to watch things as they progress.
As far as the land grab thing, I'm not worried about that at all. The goodies are just a bonus. Certainly not what swayed me to get in on the Alpha. Most of that stuff will probably be replaced within a month id expect anyway.