Microsoft wants money

How they want to make it?

Ads.

No surprise really, considering that EA, Atari, and SEGA are all doing it.

So how did this post start up?: A Microsoft general manager brought up that Microsoft wants to be the company that brings  In-Game Advertising Market Profits to the predicted $700 million mark by 2010. So Microsoft plan is to set standards for signs, video, audio, 3D objects, and file formats to be used across multiple games and a variety of platforms. He advocated developing tools that would put the burden of the work on the ad agencies. Not only are they more used to handling the entire creative process end-to-end when working in other media, but it would also resolve other significant issues. For example, with ad agencies handling the grunt work, there wouldn’t be different artists on each development team trying to create 3D models of the car while juggling their regular duties on already-tight schedules.

Basically, sit back and let the advertisers make the all graphics for the game