Another important aspect is that it seems Microsoft is actually struggling with this too. The amount of exclusives they seem able to secure seems to be on the decline as the amount of PS3s out there increase.
Paying a former PS3 exclusive like FF13 to go cross-platform is probably cheap, ie the amount of financial incentive a publisher need to support another platform (increasing their potential market) is obviously a lot less than paying someone to not release for a specific platform or platforms (reducing their potential market).
Currently we seem to be in a position where Microsoft for the most part seem only be be able to secure relatively short timed exclusives. So where originally timed exclusives maybe held the titles of the PS3 for over a year, at this point it seems 3-6 Months is the max they are able to get the publishers to accept.
Sony's plan of working either directly with 3rd party developers and focusing mostly on their own 1st party IP is the only solution which is viable in the long run for any of the platform holders for getting exclusives.
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