It's content on the cartridge that you have to pay $15 a piece in order to play with.  I mean how many developers add side content in their game and they don't release it as day one DLC or disc locked content, yet Nintendo has did this with a good portion of their games since the launch of Fire Emblem.  Fire Emblem which had around $60 worth of DLC.  Nintendo might be new to the DLC game, but they're trying their best to piss their fanbase off.  Atleast everyone who wouldn't give their life to defend the Nintendo name brand, because Nintendo can do anything they want without those people becoming even mildly upset.

I never paid attention to Fire Emblem so i have no idea what DLC tactics they used on that game. But I can say that the only game I have seen them use shitty practices on is Mario Golf. Which had more than half the game locked in DLC at Launch. Other than that, I really don't think they have done bad practices. Mario Kart 8 was clearly developed after the game was finished, and very reasonable price. Pikmin was fine. The amiibo DLC does kind of suck, but as I said, Marth would not be in this game with out these figures. So, I do not feel this is a bad practice in this game. Plus, you can use these figure for skins and uses in many games. I have yet to see a game that I think Nintendo cut content out of a game for these figures.It sucks they cost $13, but your paying for a physical figure, of course it'll cost more than a normal character DLC.