My plugin was rejected. And I have question

Here is email:
Thank you for your submission. We have completed our review of “Name of my plugin” and unfortunately we found it isn’t at the quality standard required to move forward, and you won’t be able to re-submit this item again.

Here is the comment from your Envato Quality team reviewer:

This item has a nice concept, but doesn’t feature the required functionality and features to be approved as a premium item. Consider expanding the feature set here.

My Questions:

  1. Is this is “hard reject”? I didn’t see item in “hidden items”. What if I make some changes and add some features, I’m still will be rejected because: " you won’t be able to re-submit this item again." ?

  2. What quality item should be? (make you are breakfast, dress you up, drive your car?). For my personal opinion my plugin is doing his job well. And it’s something what customer needs.