This is really splitting hairs I'd have to say. If one wishes to look past marketing hype, fanboy defenses and enraged trolls, the question one needs to ask is not "what did it cost" but rather "Did I find that the value of the product I purchased was equal or greater than the price I was asked to pay".
The question of "is the DLC free" becomes irrelevent because the presence (or lack thereof) is simply added to the percieved value of the product. For my part, I played the game through without any of the DLC the first time around. For my second attempt I added the DLC and found that I never used the Armor and Zaheed's quest added less than an hour of play time to the experience. If I were to judge the value of this additional content then, I'd have to say that the accessory bits literally provided zero value for me as I never leveraged those assets and Zaheed's mission extended the experience by less than 5%.
Besides, let's not kid ourselves. In spite of all the soapboxes that people around here stand on when they shake their fists at the shadowy machinations of corporate entities, the purpose of this DLC is to encourage people to purchase New Games rather than used, and failing that, hopefully gain something from time to time on used sales. There is no evil in play here, no clever scheme and nothing that needs to be hidden or revealed - the value of the product is whatever you percieve it as the same as always, and given enough time and pressure even the price is negotiable.