As speculation intensifies over the possible buyer of Rock Band developer Harmonix, Electronic Arts has cast doubt over its suitability as owner.
"There is going to be a time when perception catches up with the facts," CEO John Riccitiello told Bloomberg.
Earlier this month MTV owner Viacom announced plans to sell Harmonix, which is currently unprofitable.
The announcement sparked speculation that EA, which already distributes Rock Band, could be in-line to snap the studio up.
But Riccitiello's latest comments pour cold water on that possibility.
While buying the Rock Band music video game franchise could make "theoretical" sense, it's not the strategic direction his company is moving in, he said. "We're still out of favour. Moves that look like I'm doubling down on yesterday would make it harder still to convince investors that tomorrow is the Promised Land."
"I'm sure some smart investor will buy the business feeling that they can catch a falling knife," he said, "but more people have been cut trying to catch falling knives than have benefited from getting the timing exactly right."
Harmonix's sale comes despite critical acclaim for its games. Eurogamer awarded Rock Band 3 10/10 in its review.
However, the music game has failed to set tills ringing. Earlier this month leaked sales data revealed Rock Band 3 sold just 7386 units for the week ending 30th October in the UK.