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starcraft said:
Ok, lets assume everything he is saying is true.

The complete GTAIV would mean all collectibles and everything. The missions etc that most people complete wouldn't be any more than 40 hours (about twice what it took me to finish Saint's Row's missions). So what this would mean is that you get another quarter of the game for a third of the price (assuming he is talking $US, if it's $AU then it is a sixth of the original price). By the time you have bought all the DLC for either 2/3 ($US) or 1/3 ($AU) the game's original cost, you have added 50% to the length of the game's storyline. Not bad at all.

Why would people who don't complete more than 40 out of 100 hours be the likely audience for buying more content?

No.  Count the game as, say, 75 or 80 hours rather than 100 if you want, and then do the math.  It's not a great or even a good deal, and August is so late that DLC won't stop people from buying that new PS3 console they've been eyeing to play GTA IV as their first game.