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Marketing and a rich online component is a strong part of it, the game will be treated with deference and like most blockbusters, has local multiplayer on one system, which seems to have been forgotton on other consoles.

Epic codes their engine to the metal on the system everyone makes games for.
Epic sells their engine to almost everyone who makes games.

Result for Epic - Everyone who buys their engine gets a great engine,  plus Epic has a blockbuster game bigger then anything they had before (Jazz & Unreal Tournament)
Result for MS - They get a system seller and an middleware engine that performs better on their system then the next closest competitors for the generation.