First as we all know, the PS3 is more powerful and offers more functionality (sixaxis) than the XBOX 360. As such, it makes sense that they focus on the XBOX 360 version first. By releasing the game on an inferior system (XBOX 360) first, it gives the developers more room to improve upon it (visuals, AI, functionality) when they release it again on the more powerful system (PS3). So for example, Company A makes a really cool, fun game with expansive environments for the 360. It debuts with crictical acclaim and commercial success. Now when they tweak the game for the PS3, they can work on the expansive environments even further utilizing the Blu Ray's superior content capacity. So when its released for the PS3, it will make the company look even better since they're able to improve upon an already quality title.
Now imagine if said company were to release the PS3 version first. When they go on to work on the inferior system, XBOX360, there would be no room for improvement, but instead would need to waterdown the game to work within the limitation of the XBOX 360. That wouldn't look too good in front of critics and gamers. Likewise, this works the same for ports. You wanna port from the inferior system to the more powerful, not the other way around.
So yeah, there you have it. The real reason why most demos of multiplatform games at E3 were shown with the XBOX 360 version!
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