I'm quite pissed of by the absurdity it is to release DLCs the same day the proper game is released, and this sensation is harder because I don't understand the pricing of "The Stone Prisoner".

It is supposed to cost 15$ but according to the game page: "Every new retail box of DA:O contains a promotional code on a promotional code card which when redeemed provides a free download of "The Stone Prisoner". Digital purchases of DA:O will have the code emailed." Considering that the game is not even out yet, this means that every single customer has in fact a free copy of "The Stone Prisoner", isn't it? why pricing it at all if every single copy of the game will grant a free copy of this DLC? Am I missing something?

UPDATE: Apparently the goal is to avoid second hand buying for a while. I am not sure if it is going to be a only the first batch or all of them. One step further in the trend to take rights away from players, :(

Retail box.

In other words, people who bought the game from an online store as a download just got screwed out of $15.

It's an incentive towards buying it now instead of waiting a few months. The code will only be in the first batch or batches of boxes as I understand it.