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For PC/PS3/XBox 360 multiplatform games it (probably) makes the most sense to target the XBox 360 as the lead platform. I expect that for a game being released late in 2008 or in 2009 the XBox 360 and PS3 are about as powerful as the minimum system requirements will be for a PC game, which means that if these systems are not a major consideration in the development process it could be very difficult to do a decent port of the game later on. The XBox 360 is the ideal choice because it shares a lot of tools with the PC, which being very similar in performance to the PS3.