I'm the only one to vote no to this so far, because this isn't a game where everyone needs triple heirloomed load outs, I think chadz made this alot more fair to the new comers.
My personal stance is that I would be happier with the 10% XP Bonus for variety reasons (and a bigger accomplishment factor - huge for me in RPGs. And yes, this is cRPG, not cMMO[RPG, FPS, or anything]) rather than the heirloom bonus.
It's probably a programming nightmare, but if you had the chance to EITHER get an Heirloom OR get a 10% XP bonus, I would take the XP bonus on every retire. Yes, I understand that logically thinking, it would make more sense to spam the 10% bonus until you can quickly retire to then follow-up and spam heirlooms, but even neglecting that fact, I'd still more often than not choose the XP. Many of the builds I want to try will not even benefit from the previous items I have heirloomed.