So the problem is that Square is charging for something that other companies give away for free?

I'm not sure that's a valid argument. Square games haven't ever had language options, as far as I know, and there is an investment to put them together. I fail to see the relevance of what the rest of the industry does. Most of the rest of the industry doesn't even have language options in their games. Should we cut them from every game that does? Language packs don't cost the same to make for every game. The more dialogue, and the higher quality dialogue is in the game, the more cost goes in to the language packs. Certain titles and companies may be able to offer it for free, because the value is a lot less.

The industry is not uniform, and we should be very thankful for that. Different companies offer and charge for different features.

If we were talking about core features, or features that we had come to expect from Square, I could see the problem. But for something that (as far as I know) they've never offered before? No, they can charge for it.