“The consumer seems to really like this idea that there is extra stuff. The consumer wants more, and when you give them more or sell them more it seems to be extremely well received. There’s a sizable pirate market and a sizable second sale market and we want to try to generate revenue in that marketplace. I don’t think anybody should pirate anything. I believe in the artistry of the people who build [the games industry.] I profoundly believe that. And when you steal from us, you steal from them. Having said that, there’s a lot of people who do.” - EA CEO John Riccitiello
Well, you have to work hard to turn the pirates around and give them a reason to purchase games. While the DLC option is definitely viable as of right now, you can be sure that pirates are going to find ways to download that DLC without having to pay, and then patch their games up.