Heh, that's why it's such a bad decision. If they just sold the whole thing for 2400 points, then they'd make even more money (assuming less than 100% of the people will unlock everything in any other instance) and people wouldn't be getting bent out of shape about it! It's about business and consumer psychology, and it looks like Squeenix is in the dark when it comes to deciding what constitutes as "suitable selling behavior" in the public's eye.
I'm pretty sure Square-Enix has more business experience than anyone on these boards.
Secondly, everyone here is assuming that everyone that wants to play this game cares about the downloadable content. I want to give the game a shot, but I don't care about the downloadable content, and I would rather save $9. In fact, if the game were priced at $24, I probably wouldn't buy it, because at that point I might as well buy a DS game, or just get a real Wii game. WiiWare titles are meant to be short arcade like games, not full blown retail affairs.
Thirdly, everyone here is assuming that they some how divided the full game into multiple parts that you have to purchase. This isn't the case. The downloadable content is merely extra dungeons, races and buildings. There is NO NEW GAMEPLAY that this content adds. I didn't see people get bent out of shape paying $30 for game expansion packs, but for some reason charging $3 for a new race that some people may not care about is some how out of line. I really don't understand how people think that it is fine for RockBand to charge you for extra songs (Should have been in the original game!) but it is evil for Square to charge you for extra quests (Despite the fact Oblivion did the same thing with Knights of the Nine and no one cared).
I will concede though, the fact that they are considering charging for extra costumes is pretty absurd though. But I thought that was absurd when Oblivion charged money just to give your horse armor.