So if you buy the game or d/l online you should get a free code in the box or emailed to you that unlocks Shale: The Golem! He is a character that joins your party for good and unlocks a side quest story line.
Also up for purchase is the Wardens Keep. I guess this unlocks a whole big chapter in the story and also serves as a permanent base with item storage for your crew.
This one costs $7, the Shale is free.
http://dragonage.bioware.com/
Follow this link > Community > Sign up or Sign in > Moues over Profile > Add Bioware Points > Buy the amount worth $7 > Fire up the game hit Log in > Click DLC Tab and buy Wardens Keep.
There might be a faster way of doing it directly in game, but I bought it from work so that is how I did it.. the DLC thing is a cool concept, but what worries me is that they might go over board and we end up spending $200 on one game lol..
But since I am used to paying $20 a month anyway to play a game, I guess I do not mind so much. The reason there is so much DLC is because they were done the PC version in March, but delayed while they polished the Console versions. So the PC crew worked this all out.
It will be released gradually, if you played WOW think content patches.
Edit: Details can be found here
http://dragonage.bioware.com/addon/