Microsoft certainly tried with the 360
Dead or Alive 4
Dead Rising
Blue Dragon
Ace Combat 6
Lost Odyssey
Tales of Vesperia
Star Ocean The Last Hope
The Last Remnant
Beautiful Katamari
Infinite Undiscovery
Lost Planet
Eternal Sonata
Ridge Racer 6
Ninja Gaiden 2
etc.
etc.
etc.
all exclusive or timed exclusive and released within the first few years. IMO even as a mainly western gamer, already enough reason to buy a 360.