The PS3 version of GTA IV is outranking the 360 version on amazon.co.uk for quite a while now, that would have been unlikely considering the 360 still larger install base for the UK if you were to believe Microsoft's hype.
IMO the non-free downloadable future content is not really crucial, not a big reason to buy a 360 over a PS3 at least. I think most PS2 owners looking for an upgrade will take more into account console built quality, available as well as expected anticipated games (and nearly all high profile exclusive PS2 games are more or less confirmed to receive PS3 exclusive releases), pricing (although the 360 has a lower entry price, people also look at value for money just look at past 60 GB vs 20 GB PS3 sales or 360 core vs premium sales) and unique distinguishing features. From the big perspective IMO this exclusive content isn't a big console selling point for getting a 360 over a PS3, not better than free lag free online play, not more important than having no risk for disc scratching on PS3 disc, etc.
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