I do believe that Katitof is saying that new gamers who install the game CoH2 will use the in-game shop as their source of CoH2 DLCs. CoH2 DLCs on Steam itself are rather difficult to find, and requires specific knowledge of the Steam Platform to be able to obtain a page about them.
Well that at least makes sense. I just wanted to put it out there that they are charging money for something that isn't as advertised, and that they may want to fix it.