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Skeeuk said:
a better idea is that they could attach unlockable items as prt of thier gamerscore, ie for completing halo 3, you could have a spartan helmet or something similar

Wasn't that in the article?

"Developers such as Bethesda have already expressed interest in including unlockable Avatar accessories with their games."

Anyways, it's not surprsing.  Don't they already charge for gamer pics and themes?  I just don't buy them.