In an open letter on the Witcher website, co-founder and Joint CEO of CD PROJEKT RED Marcin Iwiński lays it all out (TL;DR? Paid DLC sucks, have some free DLC):
We love games. We love collecting them, playing them, and everything connected to that experience. Every time we reach out for a new release, we expect to be taken care of. We expect support if we encounter any problems, we love updates constantly improving the experience, and we feel really special when we receive free content that gives us more than we initially paid for. It doesn't have to be huge, it can be an awesome skin for a character, or an extra sword, or armor.
Unfortunately this treatment is quite rare these days. As gamers, we nowadays have to hold on tight to our wallets, as surprisingly right after release, lots of tiny pieces of tempting content materialize with a steep price tag attached. Haven't we just paid a lot of cash for a brand new game?
As CD PROJEKT RED, we strongly believe this is not the way it should work and, with The Witcher 3: Wild Hunt, we have decided to do it differently. Cutting to the chase, everyone who buys Wild Hunt will receive 16 specially prepared DLCs absolutely for free, regardless of platform. You don't have to pre-order, you don't have to buy any special edition to get them -- if you own a copy of Wild Hunt, they're yours. This is our way of saying thank you for buying our game.
The DLC will be distributed in packs of two every week starting on February 25th. The first two packs will include a Temerian Armor Set (with horse armor!) and a Beard and Hairstyle Set for Geralt, then a new look for Yennefer and a new contract mission.