Sorry, but not really seeing the issue here. It was pre-order DLC, free to those who pre-ordered and now, sometime later, being made available for purchase to those who didn't. No one is being forced to buy it, and certainly not at the current asking price. Wait a few months more it will be discounted in an eventual sale. Or better yet, if you use GamersGate, wait for an eventual sale and then get them for basically free with blue coins.
It's not a first with Shogun. This sort of DLC has been doing the rounds for a couple of years now.
The Max Payne Season pass on the other hand really is BS. Not only is it the cost of a game, but it's got serious regional price hikes on it, just like the base game. Those in the US/UK could buy the whole double package for about the same price as the R* expect to get for the base game in Australia ($80 base game, $40 DLC)/Japan ($70 base game, $40 DLC). But then, I won't be buying Max Payne 3 for a very long time as a result.