You know what would be great? If they fixed the currently shit/OP ones before making new ways to cashgrab content.
I have to agree, it really is a cash grab and its disappointing. The practice of releasing DLC content that effects multiplayer without anyway to earn said content through actual game play is abysmal. Anyone who actually argues otherwise is not pro-consumer. It is truly a spit in the face to all fans of the franchise. Even if it took someone like 20+ hours through exp gains or whatever to unlock a DLC commander, it would still be more acceptable than outright not being able to earn them at all. It would also serve as a carrot on a stick to keep people playing and create a more active multiplayer scene, but short term profits and benefits for some reason blind the marketing team of these facts.
Say it actually does take 20 hours to unlock a DLC commander, just think in the 20 hours that individual plays the game, he/she may take a really big liking to the game and spread the word to their friends. Word of mouth is a powerful marketing tool, good business practice will strengthen this but they really missed the ball on this one.
e: For the record I know this commander isn't coming out any time soon, just a rant about DLC commanders and how it literally pissed all over the once good name of company of heroes. sorry.