If Sony can make that "must buy" Third Party will soon follow. In some ways, it's been a blessing in disguise, as it's meant that much smaller devs (who are proving they are just as capable of putting out awesome games) have been given far more exposure than any other format could have given them.
and on that note, I'm gonna buy Spelunky as I was so blown away by the demo that £11.99 is perfectly fine to pay for it! :D