And so the playground spat between two of the biggest publishers in the business rumbles on.
Earlier this week, Activision exec Eric Hirshberg finally broke his silence on EA's constant ribbing about how much better Battlefield 3 is than Modern Warfare 3, claiming its mudslinging was "bad for the industry".
Rather than see the error of its ways and offer to kiss and make up, EA has duly chimed in with another proverbial hair-pull.
Corporate communications man Jeff Brown had the following choice words to impart to Hirshberg and co. today, via IndustryGamers:
"Welcome to the big leagues Eric - I know you're new in the job but someone should have told you this is a competitive industry.
"You've got every reason to be nervous. Last year Activision had a 90 share in the shooter category. This year, Battlefield 3 is going to take you down to 60 or 70. At that rate, you'll be out of the category in two to three years.
"If you don't believe me, go to the store and try to buy a copy of Guitar Hero or Tony Hawk."