Robert Bowling has told Eurogamer that he and Infinity Ward have a lot of professional respect for Battlefield: Bad Company 2, despite the marketing prods and pokes.
"They have their style of marketing and we have ours," shrugged Bowling. "I love Battlefield: Bad Company 2, I play it, and a lot of guys here play it - and I bet a lot of their guys play our game.
"Each to their own," he added.
Modern Warfare 2, the biggest game ever, shares the same turf as Battlefield: Bad Company 2. EA has drummed up some headlines by producing viral videos teasing MW2 viral videos, offering free additional maps and banging on about dedicated PC servers.
But while Bad Company 2 may be the shiny new kid on the block, it's Modern Warfare 2 still dominating Xbox Live online activity charts posted on Larry "Major Nelson" Hryb's blog.
"We definitely celebrate those lists when they come out," said Bowling. "That's what matters most to us. That's a direct reflection of what our players are doing. Definitely we take a lot of pride in those lists, when we see Modern Warfare 2 is number one since launch."
The first additional content for Modern Warfare 2 arrives for Xbox 360 on 30th March. This Stimulus Package offers five new maps - three of them new, two of them ported from MW1 - for 1200 Microsoft Points (£10.20/14.40).