You didnt' hear?
Basically it works sorta like the X360 dashboard does, and you can pull up a 'marketplace' in games. This is how you'll buy things like cars and tracks, and teams, stadiums and jerseys. But in addition to the obvious, they're going to make things like t-shirts and game merchandise available from the same market place. It's *kinda* cool but just feels so... scammish. Sorta like the whole, if we put this shit in here, kids will see it and want it, and you'll buy it.
It's in one of the EGM's in the past couple months.