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crissindahouse said:

I don't really see the advantage here? game is 1080p, if on disc or with the patch. What would Microsoft gain from that?

What does Microsoft have to gain with each game released on the PS360 to have content parity with what's released on the PS3 disc but still allow developers to get around with using vouchers to add the exclusive content on the other console with DLC.

It's the same thing.  The other console is getting more content, but that content isn't applied until an unlock patch or DLC is downloaded.