Well, with Xbox live you also get demos first, and gaming with developers, and all those little quirks also. As for something BIG to put Xbox Live ahead...i'd have to say...make more game franchises incorparate a Halo: Waypoint-esque feature, and have a Community within the Dashbaord. It would be (for lack of a better reference) like PlayStation Home, or IMVU, however it could be a tab within the Dashboard that says like, "Community Spaces" or something and it'll be a Room similar to the waiting lobby for 1 vs 100, where avatars are kinda all about, and you can join into parties, or game spaces, or check out a person's acheivements, or just hang out.
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