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1. Early Release
2. Halo series
3. Gears series
4. Great Library of games with far less shovelware than last gen.
5. Mass Effect series.
6. Xbox Live owns
7. Achievements mean more on Xbox Live (I don't know why, but when you add and add to your gamerscore it just feels better than trophies)
8. Always have new surprises to reveal every year
9. 2010 lineup (have you seen it?)
10. They focus on the core audience even though they try for the casuals.