and what exactly is the difference between selling a bundle instead of "small increments" all for the same price, ie individually pricing of dls vs a price that represents the sum of all dlc-prices?
I think the problem is that the small bite-sized odds-and-ends of the type that EA release quickly add up in price but the content doesn't add up to an actual expansion: they're so often just a few random bits and pieces that in some cases were probably pared off the base game. Some stuff like DA Oranges' Feastday Gifts, Return to Ostagar and so on quickly added up to the cost of a full expansion but contained rather less content than something like, say, Shivering Isles, Flames of Vengeance or indeed DA:O's own Awakening.
Although one could say it's up to players whether or not they want to pay for stuff and if they do, good luck to them, I think it's not good for the rest of us if an increasing amount of content is being artificially taken out of the main game to be sold separately or day-one exclusives and so on, it just diminishes the experience unless people are prepared to keep on opening their wallet. I dunno, bad analogy alert, but if I went to a restaurant I would expect to pay extra for a dessert, but I wouldn't expect to pay extra for condiments, nor for use of the cutlery, and extra again for a napkin, and a chair hire charge.