Last generation, although it eventually made its way onto other systems, Grand Theft Auto meant PlayStation. When it was announced that the first iteration of the series on next-gen consoles, a franchise which always had at least moderately lengthy stretches of exclusivity with Sony, would launch simultaneously on the Xbox 360 and PS3, there was shock in the industry. To many, it was the first sign that the previous generation’s trend of third-party exclusivity was coming to an end. The same can’t be said about downloadable content. Microsoft paid a reported 50 million dollars for exclusive DLC for Grand Theft Auto IV, a massive amount of money for content that, until recently, meant map packs and horse armor. After Lost & Damned was released it was apparent that Rockstar’s brand of DLC was unlike any released yet, and could be more closely equated to a retail release than a map pack. Next in line was the curious Ballad of Gay Tony, looking to bring the Liberty City chapter to a large, glamorous finish.