I think this means that the main profit right now comes from the DLC. You get base game for free, you starting to feel that the experience is a little hollow, so you read about the packs and suddenly you want them all. That’s how it started for me. I got base game on PS4 when it costs 9.99 USD which I considered to be extra cheap at that time. I resisted buying packs for barely 6 months. Now I have almost all of them. From marketing point of view this seems pretty logical move. Especially if the game is going to have a support for a long time.
Edit: as for the kit I think it could be way of apologizing for the recent patch that locked people out of the game and slower fixes.
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