For years, gamers have argued that DLC is no substitution for expansion packs of yore and that publishers and developers have been price gouging us completely innocent customers. Then come along a good handful of games that make good use of DLC to provide standalone experiences that, while not providing the amount of gameplay in a full value game, add onto what made the original game fantastic and adding a theme thats more fun. Ubisoft seems to have made this part of their mantra. Its a good way to market the full game, while also providing a more eclectic view of the main product.
Rockstar unofficially started the trend for this generation with Grand Theft Auto IV and its episodic standalones. They then did the same with Red Dead Redemption and its Halloween themed zombie add on. Sony/ Sucker Punch followed suit and added a vampire element to the already powerful protagonist in Infamous 2. Ubisoft recently released the downloadable George Washington tyrant series for Assassins Creed 3 and today Far Cry 3: Blood Dragon was released.
To be fair, we used to pay $20 - $30 for an expansion, and thats when games were cheaper. The $10 - $15 of content we typically pay for now adds that much value of content to the game. Borderlands 2 has a number of expansions that add between five and ten hours to the game, each. The overall game is about 20 30 hours, depending on how much you complete. For 1/6 of the price, Gearbox provides from a quarter to half the games length in content with each downloadable DLC.
Common knowledge to those who pay attention, AAA games are getting more and more expensive to make. Dragons Dogma Dark Arisen was just released, adding a second campaign for $40, but the original game is also included for that price. Its possible to get the content as DLC as well.
DLC shouldnt be seen as the money hording scheme we make it out to be. People crave more content, or they get bored with a game after finishing it, I know I mostly do. I think its fair to charge a portion of the games value to get a few more hours of quality content out of a well known franchise. Its fair to say that not all of this content is very good, but thats a different discussion.