Why the negative reaction? Devs announce DLC and what it contains: look at these horrible greedy devs chopping of pieces of the game to sell as DLC. Devs announce they want to make DLC to extend the game after launch but it doesn't exist yet: look at these horrible greedy devs, they shouldn't even be talking about this now, game's probably unfinished.
Some of you have a problem with paying for an "empty box" but would you be okay with this if they came out and said what it contained, if they didn't mention a price, if it wasn't available for preorder? You guys want transparency but at the same time don't want it. When would it be okay to announce the DLC if there is something inherently wrong with Season Passes and DLC in everyone's eyes?
Not to mention Fallout 3 and New Vegas had, what I assume, will be a similar setup minus the actual "Season Pass" branding and those are some of the best pieces of DLC I've played, each worth more than the ten dollars it cost.
If you don't want to preorder it fine, that is completely understandable, even advisable (I won't be), but don't shit all over it like this.