Lack of runepages is very good (they had something similar but even blizzard knew it wasn't a good experience for new/learning players)
Less heroes is very temporary. They have started announcing them in batches and releasing them far faster than they did in the last half closed of beta.
Even after the diablo event ended and they announced 3 characters to release during it, they announced another 3 before it even ended. They will probably do so again. After Overwatch enters beta (or a few months after) that might be another 2 or 3.
All the heroes cost more gold than a League character and the gold-per-game rate is less than League's. The variants are all that really makes it worth it in the gold cost though because they are free skins. Very risk/reward though when you are talking about a top tier 10k gold hero.
I noticed after getting a diverse selection of runes that champion unlocks aren't anywhere near as slow here in League as they are in HotS. The rune gap (read: IP DUMP CANYON) is the biggest deal. But its still more for your gold with the variants, which mostly evens it out.
EDIT2: Honestly Chromas aren't that bad. They are pretty awesome if you get one while the skin itself is on sale (if it is bundled). Like others have said its three 2009 skins for a slight discount. The thing I personally don't like is that we can't buy them separately. But I am sure they had some great inarguable reason for that too.