The problem here. Is that they’ve already started working on DLCs before the game has even launched. You don’t see a problem with that from a consumer standpoint?

Sort of a complicated scenario. Where do you draw the line for it being anti consumer? Say the people on the dev team who do: concept art, writing, modeling, etc. What should they be doing. At this stage most of the development going into the game is very final touches (if that) and bug squashing. I don’t think it’s out of line for those people to be working on future content. Seems a bit strange to hold them until the release date. It definitely is a tough line to find though, and can change depending on the context of when and how the dlc development started.

read the menu instead of looking at the advertisements

The issue is most fast food restaurants use the advertisement photos on the menu. Sorta leads the customer to believe that’s what they are getting (with some tolerance).