I'm not happy with the idea of paying for DLC content since day 0.
Other games like DemiGod are using the formula in, I'd say, a most relaxed way.. For example, they gifted the community with one new Demigod ( and that's a lot of work from both development and QA standpoints..). Actually, they're going to release one more DemiGod for free again. So later on, new content will be downloadable for little money ( maps, demigods.. )
That's as fair as well done, IMO.