Paying full price should infer that you receive a full game, no excuses.
The recent release of games like Bioshock 2 and Dragon Age: Origins have revealed a horrible truth: development houses are spending an increasing amount of time producing DLC pre-launch with each year. Content that would typically be included with the launch is being shelved for a rainy day. Get out your umbrellas.
The fact has recently emerged that publishers are including this DLC on the actual retail version of the main game, essentially selling activation codes as DLC instead of the actual content itself.
Most consumers would expect to have access to all aspects of the content which comes on the disc they purchased. Even the content which is flagged as future DLC. If it's on the disc, which they paid for, they should have it.
Imagine buying a new album only to find out that you can only listen to 10 out of the 12 tracks. It's unethical and should be unlawful to restrict content that was rightfully purchased, but this is not a first in the consumer electronics industry, Apple has been doing it for years.
~Martin 'CyberGrim' Baker