I thought everyone's outrage was at the base price for the dlc, not that they wouldn't get a few emotes and shaders. I was reading Luke smiths apology and thought £20 isn't going to be bad for the dlc, when I realised that it was just for 9 items and you would still have to pay £40 to play the dlc.
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No, the rage was about the content, not the price thing. And really, different markets have different costs for thibgs. That's just how it goes. Don't like the price, don't buy the game. That's the only way to show your malcontent.