As Shortbread says, Gears was launching on a platform that had a year's headstart to accrue 10 million gamers wanting a next-gen experience. Ryse released to an audience of zero. One can also argue that whatever examples you might finding of being an exclusive launch title, those titles were just lucky. You don't go platform exclusive unless the benefits outweigh the potential losses (see why Insomniac turned multiplatform). Clearly some of those benefits are taken on faith, which is questionable business strategy. Instead of gambling on being a big hit, a company with 800 mouths to feed should have much better grasp of where its income, enough to cover expenses, is going to come from. A hugely expensive platform exclusive releasing to a virgin market is, and was, a huge risk. One that didn't pay off, it seems.