benlz: I'm not sure about it because people say that you can play the Steam version without Steam running at all, so maybe it works if you change the location of the installation folder in order to get the DLC recognize it. I can't tell if it works, but this was not the matter anyway :)
Oh no, install location shouldn't matter at all - you can launch a lot of Steam's games without Steam running, in fact there's a very handy
list of games we know are DRM-free on Steam (it even includes Half-Life 2 and its expansions, funnily enough - yes, you can run them without having Steam running, or even having Steam installed on your system at all.)
Anyway, my point is that even in spite of being DRM-free, the DLC installer might be able to differenciate Witcher 3 installed from DVD, GOG installer and Steam - I have noticed that at least games insalled via Galaxy create GOG-specific files in the games directory which are not used by the game itself at all.