I found this @ xbox.com
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Have you ever beaten a game that you really liked and gotten tired of it soon afterwards? Did you obtain every last item and finish every last quest? You may have gotten used to waiting a few years for the sequel to come out. Well, Xbox Live may ease some of that pain. With the ability to download new content from our servers, games may never get old. Imagine new cars, drivers, and race courses for your racing game. Maybe that first person shooter could use a new weapon, character skin, or capture-the-flag map. Role playing games could continually get new spells, equipment, or quests. Almost anything's possible. It's sort of like getting an expansion pack, but you choose only what you want. Why only get cool gifts on your birthday?
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it doesn't really say anything about the game needing to be "programed" to be able to download new stuff. even though I thought that too, I don't really know for sure.