“We’re not saying that everything on the disc is the product. The disc is another delivery mechanism. We had begun DLC packs early enough, and with the extension to our schedule. It meant we had that stuff done before we shipped. We felt it was a win/win, because no one is going to have to download anything huge when the DLC comes out.
“I think the thing that makes it muddy for people is when it’s on the disc. We could have left it off and said, ‘Hey, here’s another disc.'”
— Gears of War 3 executive producer Rod Fregusson responding to Kotaku‘s questions about the game’s on-disc, paid DLC.