"Demons of Mercy", a comic book that interacts with the 360, is unique.
It's almost a marketing answer to the PS3 interactive / Eye Toy successor /
card game gambit. We'll see.

Sierra has made "TimeShift" really slick, and it was playable in good form
on the show floor. Good testament to stopping a game and resetting -- but
not killing it (same, incidentally, for NCsoft's "Tabula Rasa").

SEGA showed off "Iron Man" (they played, I watched). It already looks good,
and still has a year of finishing and polish. So, in theory, it'll only get
better. The SEGA folks were super nice and helpful, too.