You make some valid points and I could see that work for a DLC that's approx twice the size of Jaws of Hakkon, something you'd normally buy for 20-30 bucks, but the description of the DLC in the survey seems to be way, way, way bigger than Jaws of Hakkon, like Awakening-sized, worthy of 40 bucks at least. "Uncovering secrets of the fade that will change the world as you know it" sounds like some seriously important lore stuff, "test your mettle against the full force of the (...) qunari army" sounds like an entirely new war and "explore diverse, new areas (...) across all of Thedas" sounds like you'd be getting several maps in the nothern half of Thedas; maybe even half of what Inquisition currently has.
Would it really be wise to sell a "dlc" that could be half the size Inquisition was for only a quarter of the price? You think the benefits of new customers would be that big? (genuine question here, btw)
But yeah, you could be right and I could be wrong, although I doubt we'll ever know because I think the DLC in the description is really blown out of proportion
I'm suspecting Jaws of Hakkon with slightly less exploration/fetch quests and a few more cutscenes/choices, but still equal size.
Fade - Possibly a fade level with reused fade assets and really cool story/lore revelations. What of it?
Face full force of Qunari army - Just means fighting a lot and a scene/setting for that, not a gigantic questline. A big battle, not a new war for the Inquisitor to spend years on.
Explore diverse new areas - this mean more than one or two new areas and each area is rather different from the next. None of these can be 'full zones' like Frostback Basin. Think more Fallow Mire.
'Story focused' = not size/exploration/collectables focused (aka not Jaws of Hakkon). A tightened up story chapter that puts the cap on the experience and legend of the Inquisitor.
This could be an otherwise $20-25 thing, tuned down just $5-10 to being $15. Tradeoff being 'okay, but as long as you (Bioware) sell a lot of little stuff as $5 vanity packs'. For all we know.