Square Enix mistakenly broke their own exclusivity contract in Japan, offering a DLC pack that only a select few should be getting to consumers.
The game in question is Lightning Returns: Final Fantasy XIII. Already released in Japan, the game includes an event exclusive DLC, that is only purchasable through a V Jump Strategy Guide, a costume that allows you to resemble Aerith from Final Fantasy VII. Square Enix, however, made the DLC available to all for a few hours by mistake, before taking down the costume pack on December 20th.
Square has since apologized to both consumers and Shueisha, the publishers of the V Jump strategy guide. Such a kerfuffle has certainly put some egg on Square Enix’s face though. Many have called shenanigans for offering exclusive content to a specific publisher, although such a thing is simply a marketing choice, and since it is a costume that has no effect on the game whatsoever, asking for Square’s head on a platter is a tad excessive.
Likely, there is a timed exclusivity with Shueisha for a while. Until that contract expires, the DLC will be Shueisha, and V Jump Strategy Guide, exclusive.