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I've just been trying to think of ways to make Companies without Arty more viable for team games. I was hoping the combination Heavy Tank + Elites + anti arty would be enough. I dunno if its oppressive given that OKW get both stock elites and a stock heavy tank, and can get decent call in in most docs. Granted, their Elites aren't an AT threat, but I don't necessarily think it would be broken unless Rangers got more buffs. (And if they did, you can always swap them out for Assault Engineers to repair the Pershing or Cav Rifles)
As far as the smoke goes, I occasionally find it useful, but it just doesn't feel as useful for USF as it does for Axis. You have plenty of alternative sources for it, including the free Mortar smoke. I won't pretend the 240mm is great in its current form (I lobbied for it to be reworked) but the balance team has said the ability is going to exist in some form. While not as good as ToT, it would give Heavy Cav additional presence in team games. (Although still probably not enough to justify over Urban)
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I have a pretty love/hate relationship with the Priest. Infantry is probably my most played Company this year, so maybe I'm just being a blind main, but it doesn't feel like its worth
more than a Calliope.
It has a great RoF, getting 3 barrages for every 2 from the Calliope, (or 4 if it hits vet 1) and the damage is good enough to threaten vehicles and buildings. On the other hand, it tends to limit its targets to support weapons and stationary targets since it lacks the instant barrage abilities that enable Rocket Arty to punish moving squad and blobs. This is where Rocket Arty shines, as you can never really punish massed formations (blobs, concentrated setup teams) of enemy troops with a Priest and instead aim to whittle them down over time.
I won't be heartbroken if they don't get a cost reduction, I'm just consider the Priest to be at best even with the Calliope, so the pricing difference doesn't make sense to me.