It's designed to reward the loyal players who picked up the game in the first few weeks of release. For those players they are getting an additional extra at no cost, as they should for paying full retail for the game at launch. It's a reward incentive.
Players who 3 months down the line pick up the game when it is discounted by like £10, or 1 year down the line and we see the game in pre-owned bins everywhere for £10, Those players wouldn't be entitled to the free DLC as they are not the group who go out their way to buy the Square Enix Products when it's available. It's the latter group that complain that they don't get the same benifits as those that have paid full price for the game.





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