Battlefield 3 developer DICE has fired off a few rounds at its competitors, accusing other military shooters of recycling the same old formula.
"Our competitors are getting lazy," DICE general manager Karl-Magnus Troedsson told Official PlayStation Magazine.
"They're using the same engine, the same recipe for building a game. At some point you need to take that leap. I haven't seen them take that leap since a long time ago.
"We are doing that now," he insisted. "They had better watch out. We are coming for them."
Who on earth could he be referring to? It's a wild shot in the dark, but considering all of publisher EA's recent bluster about going head to head with Call of Duty, one obvious target springs to mind.
"Our competitors keep building very, very high tempo games," he added. "We want to tell a story with more drama curves. It's not about pumping round after round for six hours."
Cast your eyes over Al Bickham's recent hands-on preview for more on how DICE's game is shaping up.