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It's all about which platform the game was developed on first. The games you listed were developed on the 360, then ported to the ps3. Games like CoD4, GTAIV, DMC4, and Burnout Paradise which were developed simultaneously on both platforms generally look the same (or look slightly better on the ps3, in the case of BP). Games that are started on the ps3 generally have the same graphics as the 360, but are capable of far more things on screen at once, ala Ghostbusters.

And then it depends on how much extra dev time is put into one version of a game over another, like UT3 for 360 or Oblivion for ps3.