As was said earlier,
There is NO WAY Tecmo or any other company would go out of their way to create new content (after already getting all the money they can out of you), host the servers, broadband (basically forever), and support staffs.
I imagine it would easily cost in the multimillions of dollars by the time they could finally take down the sites.
This isn't a "free" update, there is no doubt MS paid for the development or gave some kind of bonus to Tecmo. Why? So, people would buy into their service.
Just like HBO creates new series, and miniseries such as Band Of Brothers. When I first saw the previews for Band of Brothers, I KNEW I wanted to see it.
I didn't go on the internet and screm, WTF? HBO expects me to pay for this shit? They should broadcast it for free!! Instead, I bit the bullet and signed up for HBO's service. If it hadn't been so important, I could have waited for it to hit DVD 4 months later or whatever. Just as I think most of us imagine that this content bonus will probably hit mainstream through OXM or some other source eventually.