If a simple cross-promotion disappoints you then you obviously don't have much confidence in TW. And nothing about their business practice is "shoddy", that just comes from people who apparently misunderstood what an EA is and who'll take back all their words when the next update comes out.
Let's see here:
Game is still an early access title.
There are no guidelines as to what an early access title has to fulfill, yet you say that I misunderstood "what an EA" is. Nonsensical.
Game already has paid DLC in EA state (because you have to pay money if you want the Zweihander), which is commonly perceived as a SHODDY PRACTICE.
I happen to already have Chivalry since it released, yet I would still side with people who say that the Zweihander is paid DLC. People's patience is being tested with going months without any content update for the game, and then they get a promotional item in-game that is not cosmetic and that you have to own/buy another game for.
Imagine if TWI would have done an update just for the promotional item, the steam forums would be even so much more cluttered with hate-spewing threads, but TWI decided to bundle the promotional item with a big content update (good on them, at least this decision was smart and acts as a bit of damage mitigation to their reputation).
I hope I could point out the errors in your thinking. kthxbye.
inb4 "but... but other EA titles don't get update at all! you should be thankful!" good. good on those "developers" who abandon their games and lose any credibility in the gaming industry.