I approve of this DLC
Remember, games nowadays are a huge investment. And after it's finished you either wait 2 years for a sequel or don't do anything.
Back in the pc days we got expansions. But that wasn't optional for consoles somehow.
And everytime a sequel is made people expect better graphics, newer engine. And a totally new game.
DLC is a great way to keep the game alive after it's release, and they studio can make some more money and keep making games.
Okay, announcing DLC at the day of release is a bit fast, I agree with that. Still I'm going to get all the DLC they throw at me cuz I love the Designs/Game/Transformers + I'll have to wait another year or more for a sequel to Dark Souls!