Joe blow that buys a game from wal-mart has no idea the DLC is on the disk. Only crazy super fans know silly things like that:)
The problem I really have with any anti-DLC argument is they're only ever arguing about one thing. They don't want to pay money for it. It's not like they have any great moral trumpet, or cause. A simple I don't like paying for things mentality, and the idea that a collective we could boycott it idea that will never work.