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Dlc can inherently not be a good deal, but only because you compare it to the main product which has way more content for the price.

The thing is that when you sell dlc you are cutting apart your consumer Base. Only those who already own the game can buy the dlc. How many will? Who knows. Point is that the developers have to account for less volume of sales on the dlc than on the base game. Less volume of sales = more profit needed per sale made. To make up for it.

The reason why publisher like season passes so much is that they can get the money up front and then calculate how much they can spend to develop the dlc while still turning a profit. Think of it like a kickstarter with stretch goals.