The best representation I've seen explaining DLC in current games.
This is a very nice graphical representation of DLCs today. I shall shamelessly take this and use it elsewhere.
That aside, personally I don't think that GT5 deserves to be labelled like the "now" label in the picture. I certainly feel like I got my Mona Lisa's worth since the original discs. The incremental patches were there to touch up the painting. Perhaps not to the extent like a 1999 expansion pack (how much can you "expand" a driving game?), but Spec 2.0 deserves a label better than 2005, especially since the race improvements and online challenges are all free. Of course, there are many games that abuse the DLC model and definitely fit the Mona Lisa analogy, but GT5 isn't one of them in my book.
I bought GT4 knowing that I would never A-Spec my endurance races and that was my intent with GT5. Then Spec 2.0 came and with it the opportunity to save mid-race.
How do you think they get the new cars in GT5? They come with the updates. They're on the game, you just have to pay to unlock them.
I think this really hits it for alot of people (and we all know how much customer mood and attitude affects a sale, right?). There is a fine line between paying for an update and then downloading that data, and where the data is forced into part of an update but protected by an unlock key.
Publishers/Developers LOVE this because:
1. In most cases it mitigates the effects of splitting the playerbase into haves and have-nots (both can still play together, but the have-nots cannot select or use the item in question).
2. Those who never purchased the DLC can sometimes still work with players who can, in hopes that the players exposed to the DLC will buy it.
But I personally dislike it because:
1. I don't like players who blatently flaunt DLCs that I cannot access because I never bought it.
(The conformity issue: either all have it, or none have it

).
2. This data, which remains locked without a purchase, still occupies my HDD space.