You console-only gamers have absolutely the wrong idea. PC gamers aren't unwilling to pay for DLC because we're cheap-skates. PC gamers are unwilling to pay for DLC, because the best DLC for PC games come from PC users themselves, and are thus, free.
Unlike with a console, with a PC, you can go into the code of the game and create new game content for yourself - the population of PC gamers is either so large, or so hardcore that we actually DO create content for our games, even if the tools are not provided for in-game.
The first game to pioneer UGC is actually the legendary Starcraft and Broodwar. Those games have such powerful and easy-use tools that right away, users began customizing multiplayer maps to suit their tastes, much like you can post custom jobs for Forza3 cars online. Don't like that ramp? No problem. Just remove it, save under a different name, then play. Maps too rush heavy? No problem. Create long corridors with hefty travel times. Heck, create all-island maps. It wasn't as easy as customizing your setting on, say, a message-board forum, but it was close.
What really started the ball rolling was when communities of Starcraft players playing on LAN, began holding inter-group tournaments and sharing strategies and maps (this was in Asia, so you NA'ers may not have known). Communities began paying for server bandwidth to hold meetings, create user-maps, beta-test user maps, and exchange content with other like-minded communities. That's when the avalanche of content began. There is SO much content for SC today that you cannot reasonably expect to see it all. It's impossible.
Moreover, this burst of community productivity actually led to the development of a new genre of game, outside the realm of companies and paid developers: Tower Defense. The first iterations of this game genre were little more than a modified campaign survival scenario. As the maps evolved, units were trimmed away, enemy bases got replaced with outright timed unit spawns, and base defenses were tweaked to provide more variety. By the time Warcraft 3 rolled around, the stage was set for users to develop Tower Defense games as we know them today. The very first modern Tower Defense game I saw was an early WC3 mod released soon after that game was launched.
WC3 itself lent itself to the development of a new type of game genre: DOTA. This game genre is still in its nascent stages. There is only one other game I know of that patterns itself this way, and it's actually a developer-based game. That game is, of course, Demigod from Stardock. The game genre is greatly suited to transference and development on a console, so you console users may eventually get a taste of it when mainstream developers make a version of it for you.
Counterstrike, Rise and Fall, Mount and Blade - there are many examples of PC games developed by independent operators working either from middleware or finished game products with tools that make their products available for free on the net.
CivIV has a very powerful and very active online community in Civilization Fanatics and Apolyton, in which I've participated some few times. When I say, "powerful," I don't mean "we're gonna boycott your product" powerful. I mean "we create so much content and such a high quality that Civ IV itself was made and packaged with content from online users," powerful. The site hosts many game theory and design discussions, and there is much advice to be had on the forum at all skill levels. Player hosted and emcee'd content is always available, even today. You play at Noble and want to get better? Well, why don't you join a University game, where everyone plays the same map, and people receive objective critique and comparisons with similarly-leveled players for the purpose of elucidation. Don't worry about your ego - it won't matter. Hosts there are so skilled that they don't feel any need whatsoever to insult your skill at the game to boost their egos. They know they're good - they don't need to belittle you to get recognition. And it's always about the fun. At least until you get to Immortal. ;)
Don't like CivIV anymore? Well, would you like new units? New Civs, maybe? Entire new campaigns? New leaders with animations and all-new unit skins across the board? How about a fantasy turn-based game based on the Civ IV engine? Sound good? Well, they're all there, and they're ALL FREE.
I feel strongly about this myself because I am a content provider. I game mainly on a PC, and I've made and uploaded maps for SC. I crafted and beta-tested many custom maps for Counterstrike up until Source. With the new, powerful SC Galaxy Editor coming, I feel many ideas coming to the fore again, and I want to go out and make more content. For free.
Companies can't milk us PC gamers for content because we make our own. If you made your own content with as much volume and quality, you wouldn't need these crappy DLC products, either.
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