Well...First, the PS3 Version of GTA4 isn't really selling that bad. You have microsoft that paid for exclusive content, you have the xbox360 which has a much larger userbase then the PS3... with both those big things combined, the PS3 is still real close. So id say that is really good
The question you have to ask yourself
How would the sales be if the 360 had no exclusive content?
How would the sales be if the userbase of the 360 & PS3 were the same?
The answer is the same either way, The PS3 version is doing better then people think