For the people who dont like this stuff, think about it from Sony/MS point of view. You have to do something to make your console stand out from the competition because they're so similar, the best way to do that is with exclusive content or advertising.
So you can spend 4-6 years, and tens of millions of dollars gambling on a first party game that may or may not flop (or get cancelled), or you can spend a fraction of that time, money, and resources and get the marketing rights to a big third party game.
And judging by how well the PS4 was doing before the big first party games showed up, im going to say that the marketing rights are every bit as effective, if not more effective, than Sony's first party has been at selling PS4s. They sold 600k PS4's during Sep 2014 NPD, the marketing rights DOUBLED PS4 sales, Uncharted didnt do that.