You answered your own question. The cosmetic component of it is what makes it different, and, in my opinion a huge money maker for Square-Enix since it panders to two types of audiences (those who want functionality and those who want pretty outfits).
This is also the type of DLC that I fully support since it is clear these are extra things for those willing to pay for them, and not a carved-out section of the game reserved for 'futurewalletsuse' (i.e., the XIII-2 battle arena).







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