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It's crazy how clueless people are when it comes to businesses. EVERYTHING they do is to make more money for them, not to screw over fans.
But in this case, FromSoft is quite literally telling you: "hey, you, pay double because you supported us early".
They're clearly not fussed about only charging $30AUD given that's the bundle stick-in price, so you've got to wonder how much content they're actually going to provide in the end.
It's crazy how much defense for a multi-million dollar company is leaking from the woodwork on rightful critique of morally dubious business practices.
You're right, specifically in the context of "a couple bucks off for putting faith in us". A whole 50% off an already exorbitantly priced DLC is flatly ridiculous, and it's not hard to understand why people who've already bought the game are upset over that. I personally wouldn't care if it was $10 off for the bundle, that's about a normal margin, but half? Really?