The percentage of electronics at the end of their lives which were recycled.
The EPA found that the percentage remained consistent from 1999-2005. Even as recycling rates went up, the amount of electronics reaching end of life outpaced the increase, leaving the figure static. (source: EPA, July 2008)
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I think they will start publicizing Live with games and content that is easy, but eventually they can do what you mention, additional stuff that was not ready when the movie shipped. Or something like Oscar season interviews, and so forth. Essentially keep the title up to date.
But you have to start off with stuff available on the first day, rather than say, hey heres the capability, but we dont have any stuff ready for you to play with yet, wait until they record another commentary track in 2 years.
The idea is to get people used to it, get people connected, and then start exploiting the possibilities to the max.