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They always were. Just MS tried to devalute them last gen by buying some ports. It was important then and its always important.

Exclusives sell consoles.

With that said, timed exclusive DLC is a shoot in the foot. The DLC for Dragon age is failing to make any ripples because it only released on other consoles much later. No one cared about it after the advertisement push was over. I doubt it was big enough on X1 to sell loads aswell, but i think DLC for the game has been performing badly because of the deal. Same with all of them. They waste the awareness push of the advertisement. Hope the moneys are worth it, since its diluting the brand.