I'm just going to say, marketing the DLC like that isn't going to make me buy the gold edition, but instead make me not get the DLC.
They're shooting themselves in the foot here.
"Hey new DLC, cool i want it!"
"Haha, you want it eh? Well you're going to have to buy the game again to get it! That way we get more sales."
"Whatever, if i cannot buy the DLC without buying the game for a second, redundant time then it's not worth it."
"Wait, where are you going, come back and buy the game again!"
Rather than making this method of marketing more attractive, they're making the DLC less attractive.
Take from this what you will, but i'm not buying KF again.