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I'm not sure if it was Skylanders or Nintendo that came up with the toys to life idea first, but yeah; it is arguably the most clever way of packaging DLC/microtransactions, at least the way it works in Disney Infinity seeing as how that's the only series I've experienced. 

$15 for DLC generally won't happen more than once or twice on a game that I'm really enjoying, but when that same DLC is a nicely sculpted figurine with an NFC chip in it, it's easy to keep picking up ones that you like.