I think the idea of comparing this with Call of Duty or Battlefield is a bit off the mark. We're really looking at games as a service more than a title that gets a new full priced game every year or two. We're not going to drop a $70 CoH 3 next year. We intend to support CoH 2 for the long term, even more effectively than we did with the original.
But with the current DLC pricing and the rate that they are being pumped out, you would spend less money on the annual title. CoH2 and the content that is available right now not even 5 months after release is slightly more expensive than two years worth of CoD and all of its DLC.

There's no need to buy all of the DLC, we don't expect everyone to.
You don't have to buy skins and all the commanders, but that doesn't make the price ok. I could opt not to fill up at a gas station that charged $6 a gallon but it would still reflect pretty badly on them either way. A game like War Thunder can get away with selling the premium planes pretty expensive because it is F2P and players want to support the devs. But charging $6 for a camo pattern for light/med/heavy tanks is like asking for charity and this a full priced game we are talking about. Plus many of these commanders are a requirement if you want to be a member of the OP unit of the month club, and even after they are balanced they still offer an advantage through more diversity. All DLC released between now and Jun 2014 should total no more than $60 unless this is some attempt to reinvent the wheel.