I think one of the major reasons for this is that with the NXE, you'll be able to install portions of games onto the hard drive for faster loading and plus if you have a Netflix subscription, you'll be able to stream the instant viewing movies from Netflix through the 360 directly onto the TV (Yeah, I can't wait for THAT ONE!).
So if you're a 360 owner, go check it out. Also take a look at that 60GB upgrade package that they have as well.
Edit: By the way, in order to stream Netflix, you have to have a Netflix account that includes unlimited streaming and you have to be a Gold member of XBOX Live. I guess this explains the 3 month Gold subscription that's part of the $30 package.

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