I disagree with your points. Horse Armour was one of the first releases when DLC came into existence, i.e. when the Xbox 360 came. Yes, the PC had had it in some form (usually free downloads or mods, really), but the 360 was a game-changer in that regard. Few, if any, publishers knew what you could do with DLC, what the consumers would like and what they'd be resistant to. Horse Armour was a test, it was Bethesda finding their feet. If you've noticed, Bethesda quickly went from the controversial Horse Armour to producing some of the best value DLC packs on the market. Heck, I remember reading an interview earlier this year with a Bethesda guy and he said Horse Armour is still selling. It's not like THQ's approach, which is happening in a well-established market.