Well, when nobody bought SFxT because of the DLC, they made an announcement about how sorry they were and how they would make some changes to their DLC distributing process. They also begged us not to discriminate against Dragon's Dogma which would have on-disc DLC because that game was too far along. There was a thread hear on the VGChartz. Surprised they took it to this extreme, though. I'd have been happy with a low priced DLC.
Oh, and they're not the first ones to give away free maps. It's happened several times before. I even have a ton of Gears of War 2 maps that I've never even played. I just got them because they were free.