Why not just include all that stuff in the game in the first place? Is this purely a PR move?
Putting out stuff every week gives people an incentive to turn on the game, of course it's a marketing move.
Really looking forward to it, just a bummer that it's coming so late in my semester break. Although, I wouldn't be surprised if they delayed the game again.
Not every piece of DLC will be ready when the game releases. (Source: Polygon)