Let's see, there's Street Fighter IV, Super Street Fighter IV, Super Street Fighter IV: Arcade Edition, and Ultra Street Fighter IV. They do have updates in-between for patches and stuff, but if you don't have the latest edition, then you get locked out of current competition, gameplay - each one is a little different -, and characters and it's only a couple compared to the massive roster SSB has. Oh, and palette swaps and costumes cost a lot when palette swaps should have been in the game - I think they are, but there's not a lot of them. Each version is like $15 to $40 - upgrades cost less, but when the game changes slightly each time it adds up. Should I mention that sometimes this stuff is on-disc? The costumes are and I think some characters are. I think people found out in Street Fighter X Tekken even though Capcom said there wasn't and then defended the practice.
Capcom and Activision have the most horrible practices regarding DLC. EA at least lets you get a season pass so a game's like a $100, but you're guaranteed all the DLC, Bethesda and Blizzard are notorious for well-done DLC expansions, and CD Projekt RED, the guys who make The Witcher games, are totally against paid-DLC unless it's warranted. I can see The Witcher 3 getting a massive expansion, but in past games, large updates were free.