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I think there are three factors. One, the Wii's sucess caught dev's by suprise. Analysts thought the Wii wouldn't meet its target goals. Instead, the Wii has actaully exceeded these goals. Two, developers fear competing with ninedos AAA first party titles.
I don't believe it is becuase it is easier to make for 360/ps3. I would imagine if Wii was the leader, it would be worthwhile to port to the Wii as well.
As for exclusives, I feel it is the two reasons above that are holding developers back.