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It wasn't EA's deal\advertisement that allowed you to get a $60 game for $10, it was an upgrade incentive from Sony in support of their PS4 launch (due to PS4 not having backwards compatibility) so it's not EA's responsibility to give your free DLC. In actuality you received a brand new copy of BF4 for PS4 at a $50 discount while still being able to play your PS3 copy, that being the case paying $15 for DLC on a second platform shouldn't be a cause for distress, especially since DLC for additional platforms have always been a mandatory buy even if you were Premium (which does transfer for the upgrade as a PSN service in this specific case) since DLC is platform specific.
The PS4 upgrade deal from Sony looks like a good deal to me especially considering the only Xbox one upgrade deal is from GameStop and you had to trade in your old 360 version to get the new Xbone version.
I would have bought the PS4 version had I known BEFORE that they were going to pull this stunt. Not to mention, Infinity Ward/Activision provided their DLC for free if you did the digital upgrade from PS3 to PS4 for Call of Duty:Ghosts.
All in all I guess it really does not matter. EA will lose alot of gamers over this. I have already returned my copy of BF4 back to GameStop and will never ever play the BattleField series again.
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