Yes, it's time for another episode of My Console's Better Than Yours, this week starring no less than three top gaming bigwigs - Sony's Kaz Hirai, Microsoft's J Allard and Nintendo's Reggie Fils-Aime.
They've all been interviewed in US magazine Electronic Gaming Monthly and have taken the opportunity to royally slag each other off, just for a change.
Kaz kicked the tussle off, telling EGM: "We put more technology into our system than the competitors, and we've designed it to do more things."
He's also confident that Microsoft won't win the race just by getting in there early. "This logic that says the first console to market becomes the market leader is not true," argued Kaz, pointing out that only 5 million Xboxes have been sold in the US compared to 20 million PS2s.
J Allard responded by accusing Kaz of copying, essentially, declaring: "I think Sony is reacting to what we are doing."
He's backed up by Shane Kim, head of Microsoft Game Studios, who stated: "We have an enormous advantage over Sony in the online sector with Xbox Live and we will further invest in and develop it."
Kaz retorted that Sony is very much committed to supporting online gaming with the PS3. He also asserted that users will be able to connect wirelessly between their PSP and PS3 to play games and access files, no matter where you are in the world.
Both Kaz and J can keep their fancy multimedia extras as far as Reggie Fils-Aime is concerned. He said the Revolution will undercut both the Xbox 360 and PS3 since Nintendo won't be "inserting additional components." - components which people don't want anyway, argued Reg - just look at Sony's feature-laden PSX, which only launched in Japan. "Sony's plan for PSX did not work," said Reg. "The strategy failed."
So there you have it - another bout of bigwig baiting comes to an end. Predictions for next week's episode?