This is GFW criteria:
An "Easy Install" option that installs the title on a PC in the fewest possible steps and mouse clicks
Compatibility with the Windows Vista/ 7 Games Explorer (see below)
Installs and runs properly on x64 versions of Windows Vista/ 7 and is compatible with 64-bit processors (though the game itself can be 32-bit)
Supports normal and widescreen resolutions, such as 4:3 aspect ratio (800 x 600, 1024 x 768), 16:9 aspect ratio (1280 x 720, 1920 x 1080), and 16:10 aspect ratio (1280 x 800, 1440 x 900, 1680 x 1050, 1920 x 1200)
Supports parental controls and family settings features in Windows Vista/ 7
Supports launching from Windows Media Center
Basically it's a technical certification. Has nothing to do with LIVE. Developers can do all that without MSs intervention at all ... basicaly this is just a way microsoft get's into the spotlight just to SHOW OFF their brands. The brand is annoying - look how large space it wastes on the top - looks as gay as those console covers.
LIVE is a piece of [censored] - PC gamers don't like it at all ... by the way

Sorry if you're shocked, this is reality. Microsoft just tried bringing some broken stuff to PC and thought people would actually ... buy that idea for a dollar. not.
So even those titles that don't use LIVE -- they made this "micro-live" thing that would be more acceptable in the PC space but also carry that stupid banner ad. Everything that's good in the cover box art - the m$ logo has to ruin it.
The similar name is OBVIOUSLY purposely made up so it confuses people and people get the HYPE svcked in their sheep heads.
/rant off