Something I thought was ridiculous however is how they went as far as advertising their DLC content in-game and including that in part of the character's dialog options. I want to be clear here, I am NOT "against" DLC content for gaming. But having dialog options such as: «[Download new content] Give me a moment, I'll come back to help you.» is nothing but a desperate move, and I am quite sure that it comes from EA, if not I would be very surprised.
I couldn't help myself but just picturing my character within that universe (hey, it's role-playing game, right?) talking to that merchant on the road in dire need of help: «Nice to meet you, I am [insert name] of the Gray Wardens. To help you about this requires me to download new content, please give me a moment while I stand here and my spirit goes elsewhere, a plane of existence that is far beyond your imagination, eventually this world we live in will be enriched by that which the Maker allows be added.» 
I mean... c'mon, there's some limits. You guys want a DLC? Fine, no problems... but please don't go about adding stupid dialog options like that. Instead just do the usual, make the DLC, let us download it, and then have new mission log entries (similar to Fallout 3 for instance) appearing. I mean we've reached a point in video gaming when the NPCs themselves are on the verge of advertising new downloadable content. It's ridiculous in my opinion.
They really are afraid of us "forgetting" somehow about the existence of DLCs and that they HAVE to advertise that in-game. It's almost like Empire: Total War, for which you have a "Steam Store" mini-icon at the bottom right of the screen in the game's main menu, from which you have an inevitable pop-up remembering you of the availability of new downloadable content. But at least it remains in the game's main menu... I guess that's alright, but still. As if we gamers didn't have the faculty to remember things by ourselves.