I agree with you *if* they were done and already on the disc (especially Darth Vader and Yoda, they were poop from a butt). Shuma & Jill were included if you bought the collectors' edition (which only cost $3 more from the Capcom store when it came out! And you got a shirt and the other CE junk). I recall Shuma being DLC was the only condition under which Marvel would let Capcom put him in the game, so I don't think you can really blame Capcom for that one.
The MK, BlazBlue, SSF4 AE update characters were legit. MVC3 characters are kind of a scam but only if you're a shitty shopper. SC4 DLC characters were ass. If they're not worth 5 bucks to you, that's fine, but classifying them strictly as a ripoff is brainwrong, especially when a certain segment of the population will spend like 100 hours playing with them.