This has been the default policy for XBL since it began, with only a very few special exceptions - Shadowrun, Microsoft's own in-house game and FFXI, a special deal with S-E related to FF13 being released on 360 - being made over the entire history of the platform. The only surprising part about this is that they're sticking to these policies even as they become increasingly disadvantageous due to losing critical mass of subscribers.
The policy makes a certain degree of sense if you have the largest online multiplayer service; you force people who want to play with their friends to come to your service, you force multi-system owners to buy the X-Box version of multiplat titles where multiplayer is a major feature, etc. The problem is that it becomes a noose around your neck the moment your service becomes less popular than competing services, because suddenly no one wants the version of the game that can only be played with the smallest player base that none of their friends are a part of.
They really need to scrap this policy before it gets to that point. The XBL vs. PS+/Steam numbers aren't going to become any more favorable for them as the generation goes on. This is going to become a reason not to buy an XB1, rather than a reason to buy one.