Sony's "had" to apologise to Christians after an advert featuring a smiling man wearing a crown of metal twisted into PlayStation's trademark geometric button shapes apparently caused outrage amongst religious types.
It bore the slogan, "Ten years of passion".
"This time they've gone too far," said Antonio Sciortino, editor of Famiglia Cristiana, not at all playing into the hands of Sony's advertising department. "If this had concerned Islam there would have been a really strong reaction," he added.
A Sony bod in Italy apparently reckons the "spirit of the message was misunderstood". Not by us, buddy.