DLC is always a touchy subject.
I'm w/ Cobra - if the entire DLC is on the disc (more like Disc-Locked Content, not Down-Loadable Content) [or flat-out comes w/ the digital download files for the base-game], it's MINE.
Now, if the DLC can be ONLY UNLOCKED for FREE by just by playing the game (whether earning enough Achievement, earning enough points in-game, doing something specifically in-game, or whatever) - that is ABSOLUTELY FINE.
For me, this gets kind of muddy when part of the DLC is on the disc, yet another part of the DLC is NOT on the disc. Probably depends on how quick they released it after base-game. We're not sure if they got it done already and are purposely just holding the game back; or if some of it is done and some of it isn't. Who knows.
Of course, who knows if some companies got DLC done for a long time and just don't include ANY of it on the game-disc - and then just suddenly numerous months later decide to sell it as full-blown DLC.