This COULD work on the PC, hell, I use Steam enough.
But on the consoles...?
I'm not the only one who remembers the recent fiascos with "Arkham City", "Battlefield 3", and I think a couple of others too, right? I REALLY don't think that extending the problematic whims of code-only DLC to ENTIRE DAMN GAMES is anything remotely resembling a good idea, even if only for that reason (if you'd like others, also consider how quickly console hard drives will fill up if this sort of thing were to catch on, or the woes of slow download speeds already mentioned by several others).
For consoles, this would be about the single dumbest thing a company could ever do for a game like this.
I can only hope that our analyst buddy is talking out his ass; I'd rather not have another reason to consider skipping GTA5, rather than just spending more time playing the upcoming Saints Row 3.