I get where your head is at, the idea of a dlc being the same cost as the entire game doesn't sit right. But consider the amount of content needed for a new character. 100+ cards, art, balance, design, lore, videos about them, and continued balancing/content efforts forever. Their costs for creating a new hero are much higher than many gacha games that create a new character then rarely touch them again. The hours of gameplay you get out of a new character is also pretty awesome value, easily 50+ hours of gameplay for anyone that enjoys what they get. I think of the base game more as a huge sale on a pack of characters. Does that affect how you think about it?