This just confirms what I've been saying.
From a publisher/developer standpoint, locked content is no different from downloadable content.
If the DLC content was intended to be sold from the start, the method of delivery doesn't matter.
If the DLC is something EVERYONE has to download for compatibility to play online against people who bought the DLC then EVERYONE has the content eventually, even if they don't buy the DLC.
When you do end up buying it you're just buying an unlock key for content already on the disc or content you already downloaded so you could play online.
For games with a multiplayer component (that doesn't completely block you from playing with DLC owners) any DLC you buy will ALWAYS be an unlock key since you'll be forced to download the content anyway to play online if it isn't already on the disc.