IMO hyping up non-free future episodes nobody knows anything about is like hyping up free future Home integration we know near to nothing about as well.
Microsoft put a lot of PR effort and emphasis on GTA IV, so they hoped buying exclusivity on some future content would give them some edge, by mouth to mouth hyping by fanboys who are really just in the unknown of what this content will be like (there's not even a preview or even an abstract minimal summary). Then Rockstar said they are doing an exclusive episode for the PS3 as well defeating this hype, so Microsoft paid for that as well. Who knows what's coming after that, a third and fourth PS3 exclusive episode? Both versions will receive DLC and some distinguishing features (Sixaxis support, Playstation Home integration and unique content is known).
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