Nippon n' Burnout

So I read an article earlier on Kotaku (I think) that explained how SUDA51 of Grasshopper Manufacture fame's favorite game is Burnout Paradise. Being a fan Of SUDA and his exploits (not a rabid fan mind you) I felt inspired to play Freeburn as I hadn't done so yet. It was enjoyable to say the least. Essentially there are challenges to which everyone must meet, like jump 6 ramps in a given area, in order to gain points or achievements or something. Most people were unwilling to co-operate or were just plain unaware that we were doing something other than crashing into each other. However, the longer I played the more eager to work together people in the room became. So I scoped out their gamercards as any self-respecting inquisitive would do and surprisingly enough the majority of them were native to Japan. What makes this game so appealing to Japanese folks yet undeniably popular games like Halo 3 amount to shit in Japan? You'd think that Burnout is too American; muscle cars, vroom vroom, explosions, Guns n' Roses on the soundtrack... apparently not.