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I'll be surprised to see MS regain the $50 million they paid Rock* for the exclusive episodes at any rate. Maybe over the two episodes they owe MS, but it still seems pretty unlikely.

From a marketing standpoint, MS used the DLC episodes as a selling point for the 360 version of GTAIV a good half year before that content was even finished, so maybe it still paid off in the long run when considering those who bought the game with the intention of buying the DLC (maybe even bought a 360 at the same time), and then ended up selling the game anyway.

It was pretty predictable that the DLC would be far more significant before it was even produced than when it was actually available half a year later.