They are familiar with the PS line and have experience playing on the Sony consoles and may have a hatred or dislike to all things Microsoft. That would be one reason why they'd choose the PS3 version over the 360. Also, they may also be GT fans and will want to pick up both the prologue and GTA 4, therefore they'd be inclined to move to the PS3 version. Although the 360 is slightly less expensive ($50 for the models in the states that have a HD) the PS3 has more bang for the consumers buck as they get a HD player, free online gaming (which would push the 360 to a equal price of the PS3 for 1 year sub at $50), etc.
Most casual gamers will not know about the DLC and when they would find out that they'll be shelling out $10-20 for that content in a game that is very long as it is, they wouldn't jump on that. I know I won't, which is why I'm getting it for the PS3 and not for my 360. Don't underestimate the name brand that Sony carries in the gaming worrld and the familiarity that gamers have with PS and GTA as that is most likely what many first played the series on. With Sony currently selling better then the 360, it will only increase for the PS3 as the heavy hitters come out. Its likely that next week we'll see surprisingly higher numbers of PS3's sold in the US due to GT5P being released, while the 360 stays in the 50k range.

Get your Portable ID!
My pokemon brings all the nerds to the yard. And they're like, "You wanna trade cards?" Damn right, I wanna trade cards. I'll trade this, but not my charizard.