That's either a good tactic, or just plain evil. I choose evil!
I hope the deal is about service of online gaming support for all the registered ps3 users of that community. meaning, free dlc for every user. I think that's better in a long run and of course the game(if that's possible)
However, i prefer paying up the game if it's worthed. Don't want some curse fall upon me by their black mages hahaha