Misleading title and article. It's obviously been written by a Sony fanboy. Just look at the article, "No exclusives to talk of this year Microsoft?" This pamphlet speaks the truth. Why buy a PS3 over a 360 when the 360 has the edge in multiplats.
Pricing - I can buy BioShock at a cheaper price for the 360, and the 360 one has no install and looks better. One or two new characters doesn't justify paying for full price when you can essentially buy the same game on the 360 at a cheaper price (looking at ToV).
Let's not forget all 360 games have achievements, and some have better framerate, resolution, exclusive DLC and no mandatory installs.
And to top it off, there's a kawaii character on the cover to grasp the Japanese gamers' interest. Microsoft is such a brilliant company.