Microsoft has announced that Games for Windows Live will be aiming for "day and date" launches on many future PC titles.
That should mean that the service provides games at the first available opportunity, rather than just feeding them into the catalogue after general release.
Steam already does this of course, as do other services (like Get Games!), so it's a case of the smaller Microsoft "on-demand" marketplace playing catch-up.
The announcement release said that 2K, Capcom, Microsoft (not unsurprisingly), Rockstar, THQ and Ubisoft are signed up.
Games already on the service include Assassin's Creed II, Splinter Cell: Conviction and tons of others - including Viva Pinata. Get in.
Prince of Persia: The Forgotten Sands is supposed to be available in a bundle deal with Sands of Time, but either this is a US promotion or it's not happened yet because there's no sign of Forgotten Sands at the time of writing.
Check out the Games for Windows Live site if you fancy nabbing the software.