Well.. Yeah. Many games have cosmetic DLC's. That's pretty common, and indeed, if you don't want them, don't buy them.
What is not common is for those games to be rushed out of Alpha, make some vague statements about Alpha game-features to come, and start selling those cosmetic DLC's off the bat.
Which would be bad enough on it's own, but when that's coupled with a doubling of the price of the game? That smells like trouble. Or teen-spirit!