DLC encompasses episodic content. Any download add ons that require the initial game purchase. Of course that varies from horse armor to new episodes that take hours to finish.
No one can say what these episodes are like because no information has been released, yet they are still supposed to be The Reason why the 360 version is the definitive version to buy.
One of two things is going on here. Either the next episode isn't anywhere near completed and there isn't anything solid to show people why they want to buy the 360 version and then buy new episodes months down the line, OR they don't want to pump the upcoming episodes because then the typical gamer is going to be asking why any of this must have content wasn't just included with the initial purchase of the game.
It's kind of hard to advertise something that doesn't exist yet, which is why the add on blurb in the GTAIV Xbox TV spots is going to be general and nonspecific ("exclusive new episodes on XBL only") without showing any video.
Of course, there's no point in accessing/buying the new content for anyone who hasn't completed the initial game UNLESS these add on episodes are like lesser side quests rather than the continuation of the main story as is the case with Half Life 2. Not quite the same if it doesn't add to the story.
Until something is done by MS to alter that whole perceived value of the add on content, I'm thinking they should have just used some of that $50million towards their ad campaign instead and allowed the new episodes to be released on all platforms. Because at this point, I don't see it stealing a significant amount of PS3 purchases away.
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