Who doesn't love money? The problem is it's generally a poor business decision to piss off huge sections of your customer pool. To me, there's a lot riding on this first dlc. I think many people will purchase it in hopes of it solving issues with the original game (bad story, lack of content). If it fails to, and they feel they've been slighted for a second time, it's probably game over for a lot of customer's destiny purchases. The more the dlc costs the higher the expectation will be for it to deliver these solutions. It seems a large risk of short term gains verses long term profits to charge so much for what, at least on the surface, seems very little.