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ThisX360 exclusive DLC: GTA IV: The Lost and Damned will generate more GTA IV game sales and hopefully sell some X360s.
GTA IV DLC will make a lot of profit for MS. There are hardly any costs involved such as distribution, packaging and advertising costs. Only 1.2 million pieces of DLC needs to be sold in order for MS to break even on the $50 million investment.

The MP in this DLC looks much better than GTA IV MP that is in the main game.