True first party games are actually somewhat rare. Publishers/console makers typically prefer working with independent studios, rather than owning studios themselves. This is equally true for all the current console makers.
SSBB was made by GameArts, a third party developer. Pretty much the only games Nintendo have made themselves this generation is Mario Kart, Mario Galaxy, Zelda TP, and Animal Crossing. In addition Metroid Prime 3 was made by Nintendo owned US based Retro Studios. Everything else published by Nintendo have for the most part been developed by third parties.
GT5 is being developed by Polyphony who are owned by Sony. I'm not sure about the SOCOM developers, but as far as i know both Media Molecule (LBP), Guerrilla (KZ2), and Naughty Dog (Uncharted) are all independent developers. Insomniac is not only independent of Sony, but they also fully own their own IP's. They can port Resistance/Ratchet and Clank to the 360 any time if they want to. And Valkyria Chronicles was made by Sega.
As for the 360, Bungie (Halo) is now independent of Microsoft. Lionhead (Fable) has as far as I know always been an independent developer.
Anyway, weak first party support has never been a problem for any console in the past. In fact it's pretty much the other way around. Just look at how the first Playstation crushed the Saturn/N64 more or less entirely with third party titles. Third party support is what makes or breaks a console.
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