Sony has insisted that wearing 3D glasses ain't no thing, and wants Nintendo to stop banging on about not having to wear them while playing the 3DS.
"If you really want a big theatre experience, of course you have to wear glasses," president of Sony's Worldwide Studios Shuhei Yoshida told IGN.
"With the latest technology, the glasses are light and you kind of forget you're wearing them after a while."
At E3 2010 last month Sony went big on 3D, even giving out glasses to attendees at its press conference.
Nintendo also pushed 3D with its nifty 3DS, but was keen to point out that the handheld's 3D visuals require nothing but gamers' eyes to work.
Nintendo's message appears to have hit a nerve.
"I have hope that they have a broader perspective with 3D," Yoshida said.
"When you listen to what they are saying about the effect of 3D perspective to the games, they are saying the same message we are, but they don't have to bash some small part of what the other company is doing.
"I think as an industry we should preach this new perspective, from a very large cinema screen to a small portable, because that helps advancing the games and the game industry," he said. "We'd like to work together to promote 3D."