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Sony/PD isn't in this to provide for charity, they're in it to make money, and yes, they do have to make a profit from each and every DLC.
Sony PD are there to run a profitable business indeed. Whatever the branch, it is highly recommended to make your product stand out from the competition. Apart from intrinsic product quality, there are also tools like marketing and branding. These can often turn into costly investments. From time to time however, they materialize in clever and smart ones.