What we have found in the gaming world is this:
When you make a game, you often build in all the content in the base downloadable, then disable a bunch of it, and call it the "base game" and sell it for $15.
Then you release some DLC, and sell that for $5, and all it actually does is unlock the content that people already have.
HOWEVER... and this is the interesting bit really... it seems that DLC rarely sells to existing customers. Instead what happens is that
new customers come along, evaluate the $15 and $20 options, and invariably determine that the $20 option is better value in their heads, as their brains are making a value decision based on "$15 for x" and "$20 for x AND y". As opposed to seeing a single product where the value comparison they have in their heads is "$0 - don't buy it at all" vs "$20 for a game".
I believe this is the exact psychology behind the concepts shown here by Zero (and indeed BMW, KTM, and to a lesser extent Triumph and Ducati). We even have anecdotal evidence backing this up - almost all BMWs, KTMs, etc are sold loaded with the entire gamut of toys, according to dealers - they almost never sell base models. Not only do people perceive the value of the fully loaded models to be intrinsically better than the base models, but they also know that the same is true of the second hand market as well, and it's much harder to shift base models than it is ones with all of the desirable farkles.
So well done to Zero for figuring this out.
Cas