I think, if we're honest, GT fans are a little scared of the big bad wolf that is Microsoft and their Turn 10 studio contraption Forza. Forza has made an impressive start in its first 3 titles and even if they're not up to GT quality, they're not a million miles - maybe only 3 Nurburgrings - away.
That being said, no GT fan wants to see Microsoft paying for:-
* Porsche - exclusive or not.
* Koenigsegg - exclusive or not.
* Top Gear (or rights to any TV show) - exclusive or not.
* Sports licenses such as WRC, F1, NASCAR, IndyCar, etc... Exclusive or not.
I am not concerned about this Forza 3 Ultimate version, however Forza 4 on a next Generation XBox could be of more concern to me, depending on whether Microsoft really does go digital download only or adopts a new media format. Don't be surprised if Forza 4 matches GT5 feature-for-feature. Exclusive content is a key factor - as is quality.
My point is this. If, when Turn 10 approaches them - "Desirable Brand X" only asks £50 (arbitrary sum) for their brand to be used in a Forza game. Microsoft would offer to pay £500 (i.e. arbitrary sum x 10) to make it exclusive and should the "exclusive offer" not sail, Microsoft would probably offer to pay £100 (i.e. arbitrary sum x 2 - pay double the asking price deliberately) just for some extra tat and to get into bed with the brand owners - planting the seed of greed. Should Sony then come along & talk to the same brand, don't be surprised if the price is suddenly £100 rather than the £50 it could - or would have been. A one-off deal might not be a problem, but if it starts extending to car manufacturers - will Sony pay time and again? (I think not and then what of GT?)
I doubt GT will ever see Porsche now.
Microsoft's strategy is to dominate our living rooms and in true Microsoft fashion, ask us to pay them a higher price for less quality. I've noticed that people in these GTPlanet forums can be very much elitist and would probably snarl at this post, but then you're likely the type to pay.
Microsoft has been very successful this generation and they'll be vying to dominate next generation. Remember who you're paying, what they value and what you're paying for. Remember that.