Yeah but they still flood the online marketplace with DLC.
Seriously, go to the "New Releases" in Game Add-Ons in the Xbox Marketplace, it's like 75% Rock Band, 15% Yoostar, 5% whatever the latest Japanese game with way too much on-disc DLC is, and the remaining 5% is every other game that there is that has legitimate add-on content.
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SuperNiceDog may be the Guru Champion...
But SuperBowlGiants are the NFL Champions!