I agree. When they say Mass Effect or Haze is a system seller, they really just mean a 'million-seller'. I just made that name up because I have no idea what to call it. But basically, they expect it to sell millions of copies.
But when a game sells millions of copies, it's still more likely that it sells that much to existing owners. Not other people without a console that get the console solely on that game alone. Which is what a system seller is.
However, I do think though, that Gears of War was somewhat of a system seller as well. If I recall correctly, the month that game was released in and after, the sales were actually profitable for Microsoft.
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