GTA IV: The Lost and Damned unboxing video." So what? DLC comes in a box all the time. What part of digital distribution do you have a problem with? Clearly the digital part, since everyone knows you need a box for that. You know -- somewhere to keep the digits.
In this case, the digits are on a piece of paper. You punch the digits on it into Xbox Live and the content downloads. Ergo, digital distribution of downloadable content. Let the video after the break illustrate what we're talking about. And kudos, Rockstar -- you've managed to make DLC a packaged product. Go hug a tree.