Think about this:
Company A: Makes an exclusive so good that you don't need any other game for the next months.
Company B: Does not have that game, therefore its users will buy 2 or 3 games to get the same experience.
Why will we punish Company A for making a good game that fulfills all your needs and reward Company B for giving you 1/3 of that satisfaction with each game.
We should crown the winner of each generation for the quantity yes, but also for the quality of their games.