Microsoft's Xbox Live Marketplace is like the wild west; a new frontier where bold pioneers make the rules as they go. First, a swarthy, mustachioed gent named Beth Esda (hey, it's a dude's name!) starting charging folks for what he called "horse armor." This armor was little more than a fancy horse blanket, but Esda ran a tough gang, and folks were curious, so he did all right by himself.
Plenty of other shopkeepers came into town, hawking their wares with little regard for the "horse armor" precedent and finding some success ... and then a stranger came to town. D.D.D. Realms thought folks should get new multiplayer maps and skins for nuttin' so, before even opening up shop, he announced that all Native American-themed Prey content, both in his XBLA store and the PC store down the street, would be free of charge.
Of course, folks know all about D.D.D. Realms, who's been promising 'em some Duke Nukem flimflam since as far back as the '90s and, just like that product, this new Prey content will be available "when it's done." It remains to be seen if other shopkeepers follow his low-priced lead or if it's still every publisher for himself.