I don't see what's wrong with paying for expansions, so long as it's spelled out clearly in the description. Case in point: Doom for PC came with one free episode. One purchase (Ultimate Doom) unlocked three more episodes, and another purchase (Doom II) unlocked an additional game's worth of missions.
Well the first difference is that he's complaining about $2 up front, + $5 for levels. vs free + pay for rest of game.
By paying $2 up front in the former case, he's sort of expecting that since he PAID that he's getting a game for it. So getting hit up for $5 shortly in is a bit of a kick in the teeth.
You can't really complain about Doom only including the first 3rd of the game, when you didn't pay anything at all.
Further, the first 3rd of Doom is a bigger game than most 'apps'. So today, you pay $2 for the first couple levels, $5 for a level pack... and you've probably still gotten less game than Doom gave you for free.
And that's a big part of it: the value proposition. Doom was great value no matter how you sliced it. Apps + dlc ... not so much. And the F2P trend today isn't content, its progress.
The game is free, but it moves at a snails pace unless you pay extra to keep it going.
Take a game like sim city; great game, you buy it once, and then you play it. You build cities, you have taxes and expenses and you have to balance revenue and your spending and expansion of the city is balanced on your income. Majority of you time is spent bulldozing things down and building new neighborhoods, and roads. Fun.
Now take the same game done as a modern app. Its the same game of building and so forth. But the economic system has been reworked : now once a real-time day you can tap on all the buildings in the city to collect your taxes. You can also do a variety of "daily tasks" once a day for a bit more income these tasks are unlocked by adding a given building to your city. If you miss a day, you don't get your revenue that day. And many things cost a nearly outrageous amount of money.
So each day you have to play the game, and tap on all your buildings, and perform all the daily tasks. Its mindless and repetitive, and as your city gets bigger the amount of time you have to play it each day to maximize your revenue also gets bigger.
However, the amount of time you spend actually designing and building the city gets smaller replaced by the in game currency harvest tasks. Until eventually you spend several days doing all the tedious tasks and revenue collection to add one new building.
Originally they just let you spend $ to just buy in game currency, but that was too brazen... and too many people caught on to the scam. So the current trend is buy an energy booster which just makes all your buildings generate 1.5x cash for the next 5 days. Same game, no cheat, just the reward comes a bit faster. Plus your on the hook for another $$ every 5 days or you go back to the slow slow plod. Plus now you cannot miss playing for a single day that week because you'd lose out on some of the extra in game currency you effectively paid for.
Of course, this game only resets the building currency harvest daily... and that's too limiting. We can make that better by giving EACH building a different real-time cycle rate, and the cycle doesn't start while the cash is sitting there.
So now you have to check the game every hour or so. Otherwise some of your buildings that could be generating money are just idling. And now lets put in some ads... I mean your checking it every hour or so like an obsessed lunatic anyway, might as well try and monetize that too.