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It's up to the gamer to buy either :

1) The game and the DLC (aka the game and DLC is good enough for me to pay 70$)
2) The game only (aka f*** DLC, game is good enough)
3) No game (aka I don't like this attitude, I won't pay for this !)

I don't see the problem here on a publisher's point of view. If it sells they keep doing it.