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Everyone who wanted to buy it at full price already has.
Putting it on sale now would have enticed new-comers to buy the dlc at full price.
Honestly, highly dumb decision.
I guess activision is a better publisher than bandai
The base game + dlc is being sold as a bundle, costing a flat 20$/€ less which incentivizes buying the bundle over buying both separately. Why would they introduce a bundle only to heavily discount both during steam sale? Keep in mind, FromSoft and Bandai Namco are still companies that try to sell their stuff to you. Just discounting it because of a platform's seasonal sale nets them less cash.