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This idea that every timed exclusivity, exclusive content or marketing deal is one sided needs to die.
Publishers/devs often are the ones offering deals to platform holders (and guess what, the platform holder with the biggest install base get the best deals/or gets deals offered first).
In the short period I was in the "industry" i watched devs approach the Sony community manager at events asking who they needed to contact to get an article on Playstation blog in exchange for free dlc skins or stuff like that because they had no money for marketing.