It's not online multiplayer. It's not DLC (costumes, characters, etc.). It's not Rukia staying in your closet. It's anime. Three whole episodes of Bleach!!!!
Yeah. I know... This is according to Gamestop though and it's also not an exclusive. If anything, I hope we can choose which episodes we want, but I bet it's only the first three. I wouldn't give up hope on DLC yet though. You never know.