It's some sort of excuse about exposing players to the full summoner and rune system all at once being too much..
The leveling system in league is lack luster to say the least. The only thing it appears they're doing to fix it is lowering the experience to hit 30. Which is helpful but rather ineffective at fixing how horribly stupid the rune and mastery system is for new accounts.
A full set of runes on a fresh account costs about the same ip as buying around 10 champions or more even with the more common ones being discounted now. Actually just the common as / ad / ap quins will cost you 3 champions.
The hilarious part is after the account is a few years old this issue is reversed... Ip becomes worthless unless you spend it all on runes that more than likely will never be used in pages. It's kinda bad that early on ip is a precious resource that is far too short in supply and later on it's worthless to the point of not even noticing.
Personally I think there should be no tier 1 or 2 runes and if they insist on charging ip for them the price on all runes should be halved or a quarter of the current cost. There is no need to gate a necessary piece to being competitive behind a level and ip grind. It doesn't feel rewarding it just feels detrimental especially in later levels where you are matched against level 30 players with runes and full masteries. (I'm not even going to bother starting on just how bad gating summoner spells is.. That level zone where everyone else has flash + ignite and you've only got ghost and heal is sickening)
There also needs to be something for players that have the necessary runes and all champions to sink ip into. Something more worthwhile than random name changes. Ip shouldn't be a thing I don't even pay attention to after matches. It should be something that rewards me for grinding out games and putting time into league.
Oh, and there really needs to be some sort of video tutorial explaining runes and masteries / stats in great detail to new players. I see many that just don't have a clue the system exists and how to use it correctly (Ap rune pages.. On Champs with only Ad scaling is a good example)