EDIT 3: Btw, i am a strong believer against DLC. I don't like it, and never bought any form of DLC. That being said, I think its a good idea to lengthen the life of a game. Personally, I would like it to be free/very cheap like PC mods, but if people are willing to pay for it, I hold nothing against the business. They are doing their job.
Interesting because EA's approach to DLC nowadays is to include it in the games production cycle and then simply withhold the content at release, and then charge the gamer a premium to unlock, as was the case with Back to Karkand (Battlefield 3) which was just 4 maps they rehashed from BF2.
So by EA doing "their job" they are actually degrading the gaming experience. They seek to extract as much money as they can in return for as little as they can. And it's this attitude of theirs that's pervading throughout most of their games.
The fact EA's share price has fallen 43% since the Nov 2011 shows you investors are losing confidence in them.