The Next New Exciting IPs People aren't talking about!(Most people)

[Parokki]

Prototype:
Looks pretty damn awesome. I'm worried that it might suffer from the same repetitiveness as Crackdown and Assassin's Creed though. =/

Borderlands:
Not much with what to judge the game just yet, but damn that setting looks awesome. Yank-English is everywhere these days, so the hot British girl is also a big plus.

Fracture:
Looks deceptively like yet another generic FPS with a single gameplay gimmick. Then again it's an original IP from Lucasarts, and we don't get those every year...

Brutal Legend:
Holy crap, that's awesome! It's a game just about awesomeness! Can't get more awesomer than that!

The last two are pretty meh. A license game from Ubisoft? Yeah, that sounds promising. Also many snores at yet another GTA clone.

You want to add Alan Wake, since it's a promising (Finnish!) game that doesn't get too much attention. Then again 360 owners are probably pretty well aware of it, and it just seems little known because we have so few 360 people around here. =P