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Shivering Isles was like buying an MMORPG expansion pack update.

To me, it seems as though the real reason for the content was as a $50m marketing strategy to move more copies for the 360, paid for/sponsored by MS.

The real value to MS was in the announcement during the marketing campaign, rather than just in the number of downloads they end up selling.

It's a good available service for players who can't get enough GTA. There are plenty of these players even though a lot of other players are done with the experience.