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https://isthereanydeal.com/
Because of how the human psyche works. On the default price you think more about the pros and cons of the game/DLC, while on a sale your attention is directed more towards the amount of money you would save by buying it now and the time limit of the offer (regardless of it returning in the future anyway).
That said, while on a DLC that costs 5 $ on default, chances are higher, that you try to evaluate the pros and cons of the content of the DLC and you might come to the conclusion, that it's not worth it and that you would want to wait for a sale down to like 2-3 $.
On the other side, if a game costs 20 $ initially and it being reduced to 10 $ on a sale, then it's more about the emoitional side of your decision making and the brain sends signals that saving 10 $ is a good deal and due to the limited time of the offer, the pressure is intensified even more.
It is possible to learn to resist this pressure, but if you're unaware of this quirk of human psychology and even more so if you've yet not experienced money problems, then you might not even be aware of how often your brain has tricked you into this kind of emotional decision making. Though that said, making decisions like that is not a problem on default, unless you get into financial problems over it, which can cause people to never take a look into their decision process.