Isn't 20$ the going rate for pretty much all dlc in every game?
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No, not really, they've sort of settled into between $10 - $15 for asset heavy content, $5 - $10 for map packs, $2 - $5 for vanity or weapon packs. Bethesda was accused of gouging a bit for their content but those amount to true expansions by comparison.
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But this DLC is a map pack AND new content. If they were sold separate they would be $10 each, right in line with your numbers.
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I see just remembered paying 20$ each for the map packs on halo 3. And I think that the expansions for fallout 3 were 20$ each but I dont remember
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I don't remember the cost offhand but I do remember some of them eventually being free.