Until now, Microsoft took the place of the little dirty evil that wants to slow down PS3 sales and development with mostly hard-edged patents (the in-game music system is patented by Microsoft for example) and paying third party developers to acquire exclusive DLC.
Remember the times when it has been announced that Microsoft paid $50 millions (which represents twice the budget of an AAA game) to get exclusive DLCs for GTA IV. Certainly a smart move considering the prodigious sales the game benefited. On a same side, Eidos announced an exclusive chapter for Tomb Raider : Underworld. Fallout 3 also obtained 5 DLCs on PC and Xbox 360 while PS3 is still waiting for its first one.
For a gamer that only owns one console, it's either considered as a good deal (if you own the good console) either an irritating choice (if you own the wrong console). And for gamers that owns both PS3 and Xbox 360, the platform of choice is pretty obvious when one gets DLC and not the other.
But when Sony proudly announced an exclusivity deal for the upcoming Batman : Arkham Asylum game (scheduled for PC, PS3 and Xbox 360 the 28th August 2009), most of the gamers praised Sony as a smart move, a great slap for Xbox 360 owners that kept exhibiting their exclusive DLCs on other games. They probably feel as much irritated about it as PS3 owners for 360/PC-exclusive DLC.
We should wonder what does this PS3-exclusive DLC represent for Sony? It appears that Sony changed much from their past years. Do you remember the japanese and European ads to announce the PS3's launch? European ad "This is living" Japanese ad "11 11" (1)