@Hippalus: What are some examples of free stuff added over the years?

A week ago in the Ask Riot section, you answered a question in regards to the number of refunds per season. Here's a specific quote from your response:

> We established a limit of three refunds and still believe that is the right number (this gives players leeway to refund purchases but also protects the overall system from abuse). We’ve explored granting more refunds at times, but discovered that the majority of players would prefer free content instead, so each year we have steadily increased the amount of content players receive just for playing the game. Refunds and free content both come at considerable cost to Riot, so we have to carefully focus on which to prioritize to deliver value to players and protect our ability to operate as a business.

I've bolded the section I'm curious about. Considering the time-frame given (a number of years) it's difficult for me to look back and, off the top of my head, list the things we receive now compared to back then. When you give an answer like this in reference to content being purchased/refunded, my thought immediately turns to any content that's made available through IP/RP, and so far as I can tell the only changes that were made were to normalize the cost of champions based on how long they've been available, which actually increased the cost of new champions during their first couple of weeks, a change that happened some number of years ago.

Correct me if I'm wrong but Riot has not introduced new ways for players to gain RP for free and the IP gain has actually been slightly decreased as average game time/performance has been affected in our current meta.

So in what ways has Riot actually increased the content players receive? Limited icons for events?