Microsoft's E&D president Robbie Bach claims that Xbox Live sets the 360 apart from its rivals.
Xbox Live is a big differentiator for us,” said Bach to investor.com, That drives a significant amount of energy around what's on with Xbox.”
Bach cites the exclusive downloadable content for GTA 4 as a reason why Microsoft's online service is superior to its rivals.
You don't have the same experience (with other consoles) that you get with Xbox Live," Bach said. "That does drive people to the platform."