It definitely should have been a bonus for pre-order and new buyers as opposed to strait up DLC. Sad that that is becoming the new normal for SP games but that would have been ok. Otherwise it is a strait up fan tax.
Poor form Bioware.
Bioware has been pulling this kind of stunt for awhile. DA:O had two pieces of Day 1 DLC, one that all new buyers got for free, and the other that was $7 if you didn't buy the Collectors Edition. That $7 DLC gave you the only storage chest in the game if I remember correctly, which was an even bigger crime in a wrpg than holding a character behind a pay wall. At least PC owners could download a storage chest mod.
DA2 had two pieces of Day 1 DLC as well, but you might have received both if you preordered before a certain date. I can't remember. I do know that the character taken out of DA2 figured into the plot a lot more than Shale in DA:O or the bounty hunter in ME2. There was no way that he wasn't a planned part of the game from the start. I would imagine that the same is true of the Prothean character in ME3.