It's not going to be the same, this is an exaggeration.
Will there be a GTA IV drink? Niko on Burger King cups and wrappers?
This is a multiplatform 3rd party game, not 1st party MS.
Also some people are really overestimating the importance of DLC, the cheaper price of the 360 will be a much bigger factor.
Thanks to Blacksaber for the sig!