Because they are pushed into releasing months before htey wanted to.
Also its a great way to ADD to an already amazing game.
Look at Team Fortress2 on PC.. that game had about 4 levels, 3 modes and only 3 items for each cahracter.. NOW? Its been patched about 1000 times.. now with 5 or 6 items each class, thousands of maps, over 10 modes and tons of improvements to the core gameplay.
IMO this is great what Poly has done, dude said that they GT5 will onyl get better with monthly updates... Valve does updates to there games with more content, so does Stardock games and I LOVE it. They care about there community and want to HEAR what the community wants first and then they add mroe stuff. THis is how comapnies should be imo. Open to adding to there game for years down the road.
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