While everyone keeps worrying about Xbox- and PlayStation-exclusive DLC, Activision has come out of nowhere with the world's first energy drink-exclusive content.

Activision has announced its partnership with Red Bull to provide an exclusive quest in Destiny that you can only get by buying an energy drink, Kotaku reports. In what's described as a "never-before-seen, multi-stage mission in [upcoming expansion] The Taken King that will test the speed and strategic abilities of Destiny players in new ways,” the money hungering ways of the industry have reached a new light, so to speak, as you can only unlock this mission with a code you get from buying a Red Bull.

Here's what Activision's official announcement of the partnership:

Activision Publishing, Inc. and Bungie, together with energy drink category leader Red Bull today announced a partnership that will bring an epic new quest to players of the popular sci-fi action adventure game franchise Destiny via custom-designed Red Bull® Energy Drink cans, inviting consumers across the United States and Canada to Become Legend, making this the first time a video-game, or any third party brand, has ever appeared on the iconic Red Bull can.

Access to the quest will be available on specially-marked cans of Red Bull and leverage themes of speed, tenacity and strategy inspired by the energy drink, through www.RedBullQuest.com. Each Red Bull can will also include bonus XP to help players prepare for this epic quest. Players can start using the bonus XP throughout the summer, with the in-game quest kicking off following the launch of The Taken King, the latest addition to the Destiny universe scheduled for release on September 15, 2015.

The quest will be a Red Bull-exclusive from Sept. 18 (three days after The Taken King expansion launches) until the end of 2015. You'll also get an XP booster item for each registered can as well. As you would expect, fans are rather ashamed that an elaborate Destiny quest has to be locked behind a Red Bull purchase when the expansion will already cost $40 on its own. Maybe if it was only a new shader or emote this would be acceptable, but an entire quest is pushing it in my opinion. Before you know it, DLC exclusives will be split between consoles, retail stores, energy drinks and fast food value meals.

Red Bull is bad for your health, and apparently it's also bad for the video game industry. The Darkness is indeed spreading.