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If the Avatar marketplace content was free then it would just be in the Avatar clothing section (which is free). The marketplace is overpriced but then again so is everything you buy online, I can see how DLC is more expensive then real games (as there is a smaller market for full games then there is for DLC) but these outfits arent hard to make. It does make the content more exclusive but I think Microsoft could sell 300% as much if they dropped the price with 50%. I won't get any of it (even though the Fable clothing is tempting), hopefully the future awards will be easy to get.