Shift to more Prosumer Orientated Consumption

Microsoft have just announced that they will be releasing a programing package which allows the public to program games for the Xbox 360 and post it online similar to the concept of youtube and it's prosumer orientated video content.  It seems to me as though this type of production process is more or less a way of providing the consumer with the ability to make their own games in a system which is currently very restricted in terms of who produces and influences games as a whole.  It also states in the article that it is costing upto £20 million to produce a single game, this could also be read as Microsoft's way of saying we don't want to build games anymore we'll just charge you for the tools to make the game and you can produce it yourself.  This would tie back into their business model of windows were they provided the software to you on a yearly subscription basis.  For those interested it will cost you US$99 for the software just to produce your own games.  In my view this is similar to renting an Xbox then having to pay to play a game you produced yourself.  In my view this could be viewed as the next evolution in game designing or programing. A prosumer-programing age of gaming.  Those of you who are going to Tech Ed this friday, I will be asking this exact question to Microsoft Executives in New Zealand.  I will post their response to this, until then are there any other views on the subject?

Link to Article
http://news.bbc.co.uk/1/hi/technology/4789809.stm