I’d argue that GTA 4’s simultaneous release on Xbox 360 and subsequent exclusive DLC might’ve been where the Xbox brand peaked from a cultural perspective. You had to have an Xbox 360 – if not for the killer lineup of games it already had, then for the exclusive GTA 4 expansions. It was right up there with the release of Halo 3 in 2007. In fact, Fall of 2007 – which saw the release of Halo 3, Mass Effect, BioShock, Call of Duty 4: Modern Warfare, Rock Band, and Assassin’s Creed – through GTA 4’s release in April of 2008 might be the best six-or-so-month run any console has ever had.