I know it's a little offtopic, but they use embedded content downloads in Crackdown on the 360. You have a special mission on your map. But you go to it you're told to download the content to play that particular mission. Annoyed me when I first noticed it though cause it feels like they're just trying to flog you extras instead of selling you a complete game. If something isn't included in the software you own, it should be mentioned in documentation, not put in the program like it's already there, although it's not.
The Game Creators model store
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