Here's the perfect article to illustrate my case:
http://www.zacks.com/stock/news/72718/ea-set-to-release-mass-effect-dlc
Note it takes the view from the financial angle, not a game journalist site:
Note how often dissatisfaction from the userbase is referenced in the article, and one of the primary reasons is the release of DLC to nickel-and-dime the players. Well, now look at all the recent articles from various news sites praising EA for offering *free* DLC.... thus raising the reputation of the game and the company in the eyes of the consumer.
This is
goodwill, and it's extremely important after the massive, massive heat that EA and Bioware has experienced recently.