I thought everyone's outrage was at the base price for the dlc, not that they wouldn't get a few emotes and shaders. I was reading Luke smiths apology and thought £20 isn't going to be bad for the dlc, when I realised that it was just for 9 items and you would still have to pay £40 to play the dlc.
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Honestly half the bitching would vanish if they'd release a list of the content in the DLC and prove for once and for all that the thing is worth at least 40.00 but so far they like to play mysterious and it's losing them customers. Their PR and advertising people need replaced.