Except - if it's just DLC like Horizons or Beyond, why not say so in so many words? Instead we get careful circumlocutions: 'a whole new era/milestone in Elite', 'much like Horizons was' ('much like', not 'the same as'), and as for Will's 'in-game content' that means no more than 'it will be recognisably Elite'. The most you could perhaps make of that phrase is that it won't formally be Elite Dangerous II.
There's something they're trying not to say, and I can't be sure what that is, but I'm pretty certain it's not, "Oh, it's just another DLC."
Short answer: It's primarily down to the shift from Seasons, I reckon. They just didn't have a term for what the new delivery system is. (They didn't want to just say 'big DLC', as that can still be mistaken for the flagship, but smaller, 2.1 style chapters of the past).
Longer answer: It seems they were also still deciding its internal form. IE I don't reckon they knew themselves how long the dev run was going to be (Zak talks about aspects of the roadmap still being in flux internally etc). How they were going to handle tide-over material etc. (Events would seem to concur with that
The way they suddenly firmed up the delivery target to 'end' of 2020 when the PS5 launch was confirmed for Winter is suggestive that they'd hitched their wagon to that horse too. (By the time of Zak's post I suspect this was still up for debate. By the time of Will's 'second half of 2020' post I suspect they'd made their decisions).
Possibly they didn't even know if they were going to deliver it as one lump DLC, or 2 big ones, or whatever.
Essentially, at the time of Zak's post I suspect they were still deciding just how big they were going to go. (It seems they decided to go big
TLDR: They were still shifting to the non-Seasonal format. They were fuzzy on some of the details internally. The language was correspondingly fuzzy.
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