from the Ballmer interview on engadget
Certainly the publishers I talked to today think were doing a pretty fantastic job of that in what we have coming in Xbox 360. The live environment, the XNA environment, the hardware environmentI heard a lot of enthusiasm about that. Lets call that standard, normal stuff. The other thing we have to do, frankly, is tell the story. Weve got to be there telling the story and showing those things which are more interesting. Whether its a Spore or Kameo, which is a different kind of a game for the console world.