So, with GTA IV
launched and figures being bandied about for sales, it's Microsoft's turn to step up to the podium and simultaneously declare itself the winner in the hardware race.
With advertising for its Xbox 360 bundle all over print, online and television media; with less expensive hardware than its Sony competitor and with "exclusive downloadable episodes forthcoming" (for which it apparently paid out $50m (£25m)
); and with 16 months more in the market in Europe - you'd hope that Microsoft was crowing.
So, what figures is it putting on it's GTA IV supremacy?
"The Xbox 360 version of Grand Theft Auto IV has sold more than 100,000 copies, or 20%, more than the PLAYSTATION 3 version in the UK since the game’s release last Tuesday, 29th April.
The groundbreaking latest instalment in the Grand Theft Auto franchise from Rockstar Games offers seamless multiplayer enhanced by Xbox LIVE plus exclusive downloadable episodes coming this Autumn, making Xbox 360 the best way to experience this historic milestone in gaming."
So, any hard figures there?
"Data released by ELSPA/Chart-Track shows Xbox 360 Week One sales at 514,000 copies sold in the UK.
PLAYSTATION 3 version of the game sold only 413,000 copies, clearly demonstrating that gamers prefer the Xbox 360 version.
Xbox 360 console sales jumped 125% reflecting the popularity of this franchise on the platform."
Ooookay. Anything else we should know in this uncharacteristic deluge of actual information from one of the platform holders?
"More than 9.7 million hours of “Grand Theft Auto IV” online multiplayer played over Xbox LIVE (as of May 4th).
"More than 31 million hours spent playing “Grand Theft Auto IV” overall (as of May 4th)."
Finally - and some might say most controversially, Microsoft has not forgotten the brewing battles of High Definition Television with the following fanboy arousing statement:
" It’s also the only version of the game that renders Liberty City in all its 720p high-definition glory."
We don't expect Sony to take this without a fight...