This lame little "xbox exclusive" marketing dance is a real turn-off. Yes, I'm going to buy it anyways, but this whole little thing sure isn't building any goodwill.
From a business perspective, I'm sure Microsoft gave them concessions, or straight up cash to pen the exclusivity agreement. The only thing we can do is not buy the XBox stuff, encourage friends to not buy it, so that Xbox seems like a smaller and inferior market. Inferior(in quality) is something it already is.