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As far as the costumes go in Mario Kart 8.
Those have little to no effect whatsoever on gameplay experience... however, I do agree that it's not cool that I'd have to pay $13 + tax for a figure, so that I can have that costume, along with the actual figure, even if the amiibos themselves look pretty cool and are great collectibles.

I actually think that Capcom is onto something positive with the way they're handling the DLC with Street Fighter V.
You could pay the suggested price and get the content immediately OR put even more hours of play time into the game and unlock them like that.

They both have their advantages and disadvantages:
On one hand, you can get the content immediately once it's released, although you'll have to pay a little extra $$.
On the other hand, you don't have to pay a dime, but it'll take quite some time and dedication before you eventually unlock the content.

It'll ultimately come down to which one the consumer feels is more worth it.

If Nintendo had done the same thing with, say, the Splatoon amiibo content, like (win 'X' number of Turf Wars in a row, to unlock those extra missions) I think it would've been better received among players, scored much higher on Metacritic/Game Rankings, , added replay value, and the Splatoon amiibos wouldn't have been such a big deal.

Personally, I think that's how any gaming company that feels like adding DLC to a game should do it.