Yeah for now it's just the GA ones. Until the new sylvaneth book. Then going forward they are releasing traits, abilities, artifacts, spell lore for all subfactions. Of course that might take a while.
And as far as I know your not forced into one. With your example you could take the death one or if your entire force is deathlords, you have the option of taking theirs but not both. You get to pick. That's all for matched play thou of course