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Initial possibilities that spring to mind:

a) full exclusivity - would explain "breaking the bank", but would Activision really turn down all those millions that will be generated by PS3 sales?

b) timed exclusivity - possibility (would be a major bummer for PS3 owners if this lasted til Xmas ended).

c) exclusive beta/demo - COD4 beta was exclusive to 360, so guess it could happen again.

d) exclusive content - possibility.

e) just a multiplat showcase - possibility.