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This has been brought up before. See this article from Shacknews from 2007.  Conclusion, achievements sell more games.  However, I'd say the true achievement seekers would probably rent over buy.  Or in CGI's case, buy used (which wouldn't increase sales).  It is true however that multi-platform owners will sometimes choose the 360 version over the PS3 version of a multi-platform game simply for the achievments.  Case in point, GTA 4.