When the first game launched, they did something much the same, as is the case with any new game that launches. You want to get out the info as soon and as quick as possible. Makes sense. But this time around Lionshead and Microsoft have decided to make it even more worthwhile to go to the game's site.
This time around when going through the story and cutouts, the choices you make can actually gain you in-game items. Pretty much however you decide to go through can get you different items for play within the game. There doesn't seem to be a limit to how many times a single IP or computer can play through, so go ahead Fable fans and get those awesome in game items for use. Link to the site is below