Because you're grouping most of the industry together based on a practice that 99% of them never followed.
Before the rise of DLC, changeable costumes in games were rare. If they existed at all, they were usually a result of gear that changed your appearance, with each piece having it's own look, and even that was uncommon.
It was almost completely unheard of for games to feature anything more than that, especially bonus outfits that recreate characters from other games.
As you said, "consider if it would be in the game if DLC wasn't an option". Well, let's consider that. How many cosmetic options did we get in Final Fantasy games before DLC? We had Dress-spheres in X-2, and that was it. And if there was a "Lara Croft" Dress-sphere, I missed it.




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