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They can actually do it right now. There are DLCs that are free.
And there are entire games that are free too, but that doesn't mean those games' situations are comparable to major titles like Pokémon.
Zelda's DLC ain't free, Xenoblade's ain't, Splatoon's ain't, Fire Emblem's ain't - and that's not going to change for Pokémon, especially since lots of people have already purchased the digital DLC pass or the bundled physical edition of the game. Changing it to be free now would really be screwing over the people who already bought it. It isn't really feasible (nor, from a profit perspective, sane) to suddenly refund all of those players, so why should you get it for free when everyone else had to pay for it?