Right. New maps, levels, campaigns used to be called expansion packs not that long ago. Which you obviously paid money for, either via downloading or purchasing the physical cd/dvd expansion pack. Adding expansion packs via IAP are just the same. Consumables on the other hand is what is wrong with how IAP is being used by game devs in iOS land. And it's how consumables and IAP are being used by various game devs that has given the word IAP a really bad rep on the AppStore, on all fronts.
Anyway, absolutely nothing wrong done here. It's great that the Badland dudes charge money for proper expansion packs like this, since that might mean we being able to see more levels down the road, or a sequel, or a completely new creation/IP.