Profit maximisation

I'm just amazed by the facts recently happened... I'm sure many of you faced the problem that If you bought the game on PC or consoles and wanted to switch platform you had to buy the game AGAIN (also stashes and other stuff ofc) BUT silly me wanted to buy a DLC on PC and I was wondering why is it costs 60$ instead of 30$ since I got the game TWICE already... Well turns out just because you activated the game with a key doesn't mean you own it and the support just calmly advices to buy it for the THIRD time so you can spend more for that 'precious' DLC you want... It is only me who thinks this is ridiculous? Share your thoughts please because I'm really thinking about Diablo 4 can't be that bad...:) (OR THIS BAD)

Ya its bad. Sony said it must be.

MTX transfers between Xbox and pc, but think Xbox still requires its own key.