I will put it simply.
Halo and Grand Theft Auto are both series that have huge recognition outside the "hardcore" gamer group. We (the hardcore) have heard of titles like BioShock, Mass Effect, and Alan Wake, but most people in the gaming world do not read magazines or visit forums, and I would bet most would not know anything about those games.
But they know Halo and Grand Theft Auto.
When you are addressing an audience to make an impact, you use something that will sway the most people. I guarantee that more people are familiar with Grand Theft Auto than any 1st party Microsoft game, Halo included.
Grand Theft Auto is a giant. People who have never played a game in their life have heard of it, Coke used a similar theme in an ad, and any sandbox game is called a "GTA clone". Its too huge not to use it. Its name recognition alone is astounding.
And with 38 million copies sold on PS2 alone, GTA is a beast in sales as well.
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