Which DLC? The DLC they give you for free with ME2? Is the Mass Hallucination spell still active?
Yeah it is probably good to be clear about that. You get Zaeed - The Price of Revenge, Cerberus Weapon and Armor, Normandy Crash Site, Cerberus Arc Projector, and Firewalker Pack with the Cerberus access that comes with this free download or with any new retail/digital purchase. So you get the same things you would if you went out today and bought it but you don't get more than that either. This would normally be 1200 ms/bioware points if you were to say purchase a used copy instead (about 15 US dollars) which is why it would have been annoying if they left it out.
The for-pay DLC like Lair of the Shadow Broker and Overlord are still not free. They aren't the "cerberus network" ones you get with the access granted to all new purchases since release.
The "worthwhile" dlc that it does not come with (DLC that adds gameplay and was not not critically panned) includes Overlord, Kasumi - Stolen Memories, and Lair of the Shadow Broker add up to 1920 ms/bw points or 24.00 us dollars. I did not include Arrival since it has been panned for more reasons than just lack of value for money.
If you do buy all the DLC that is not included with Cerberus network access except for the ridiculous extra outfit packs (about 8 bucks for 6 extra NPC costumes that have no game-play effects) then it comes to 2960 ms/bw points. That would be 37 USD which is roughly the price of the game without any of those things and about 2-12 us dollars cheaper than the last couple EA released GOTY.
So, even if you buy the "good" dlc then this is still a good deal. If you buy all but the less-useful-than-horse-armor DLC then its still comparable to the deal you would eventually get with a GOTY edition. That is why the fact that it does come with the Cerberus network access - as that alone would push this from being a good or very reasonable offering to a potentially annoying one.
Also this does assume that there is not price drop or sale offered on that DLC in the near future. I wouldn't assume there will be, but there have been offers for Bioware DLC in the past at discounted prices. Also if you don't care about those DLC items then this is a great deal because its still free. Maybe not reason to buy DA2 if you would not already, but if you were going to buy it then sure it's a nice offer. Beyond that it is, assuming you would even purchase that DLC, not an insulting offer. If you chose to only purchase the more worthwhile DLC it is also a sight cheaper than the GOTY edition will be upon release.
I'm not sure where people are getting 80-100 dollars in DLC - though I'm pretty sure its not by using math. Even adding in all dlc packages including the useless costumes you're still at 43.00 US dollars (29.75 GBP though if you're in the UK which comes to 48.58 USD equivalent). Even in the UK though if you leave out the costumes it's only 25.50 GBP (41.64 USD). Maybe people are rounding in 80 dollar units?