Oh thats been the word from day one. Its always been up to the publishers. Same as with PC games have install keys.
I think it more the fact of Sony leaving it up to the developers and giving a bit of wiggle room, where as microsoft have gone full dictator with everything about the Xbone.
I saw the interview with the Titanfall dev last night and it is another Xbone exclusive to add to their impressive list:
Also, did anyone see the footage of the new "Thief"!
Loved the previous games and it looks like they are doing a cracking job.