Homer you missed my point this is targeted marketing at Power Up Reward members not mass marketing. These members have taken the initiative to sign up for and instances of Pro members pay GME $15 bucks. I would classify these people as hardcore gamers. DLC is basically targeting this demographic. If they have taken the initiative to sign up for the club they will take the initiative to download it off the website. Also members get points which can be used for discounts or merchandise. You get the points when you buy it from GME and not Xbox live. Hardcore gamers are inherently compulsive so they will opt to get the power up points.