It started with ps3 I think.
360 exclusives were always multiplayer based, so despite not having super long campaigns, it was offset by lots of multiplayer replayability.
ps3 games on the other hand were mainly story based games with so-so multiplayer.
The thing that changed that was uncharted 2.
This was a way to hate on ps3 exclusives...well, maybe not hate, but they were reasons to disregard them, or confirm the validity of their own purchases. MGS4, infamous, littlebigplanet, heavenly sword, resistance, heavy rain etc etc.
I'm pretty sure this is where it all started.
To me, there hasn't been a single game I played last gen that made me think it was too short. Regardless of how fast it could be beaten. One thing I don't like however in some games, mostly in the ds games I bought, was that a lot of them re-used assets so much to extend game times, instead of introducing things throughout the game that keep me excited.
