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On the store page you can buy "DLC" bundles of cosmetic items. They are just items you can buy in their store in a package deal. It's a good price if you want to purchase the items anyway. I would agree that the items are overpriced, but the DLC is a decent discount if you're going to buy.
I would like to highlight for you, from your own comment, the phrase "cosmetic items." That. unless you work for Keen Software House, is not the same thing as an expansion/content, which is the specific thing that we're talking about in this post.
The people complaining about paid DLCs are talking about those cosmetic bundle DLCs. They try to derail any news post with their whining about "overpriced DLCs".
The only DLCs the game has are for the cosmetic bundles (or music soundtrack). All the upcoming expansion/content we know about at this time will be free updates to the base game, no DLC required. So those people complaining can totally ignore the DLCs and experience the full game. But they won't.
They... Seriously? I mean, you could arguably charge for 'cosmic upgrade modules' or something similar without it really being unfair (the closest thing to PvP in this game is griefing), and they complain about a price tag on cosmetics? Man, never attribute to ignorance that which is adequately explained by entitlement...
If you are going to try to sell to me digital skins that cost nearly as much as a new game this expansion better be free, or the store better be leaving.