Activision's CEO Robert - Bobby - Kotick has combined making loads of cash with lots of online eyeballs and come up with the fact that "Call Of Duty has become one of the greatest entertainment franchises of all time."
"Of all time" - why? Well, the Call of Duty series (or 'franchise) has sold 55 million units worldwide to date. Modern Warfare 2 "shattered box office and video game records with a worldwide estimated five-day sale through of approximately $550 million, establishing the game as the biggest entertainment launch in history."
Quite how it shattered box office records, what with it being a video game, is beyond us. But apparently in the minds of marketing folk you can now say that an F1 car has shattered the world 100 metre sprint record, though. Comparing oranges to ocelots is now totally okay.
It's a shame that the marketing message has to get in the way of the fact that Modern Warfare 2's five-day, $550 million take is indeed an impressive figure.
But Mr Kotick doesn't stop there with the messaging, "If you consider the number of hours our audiences are engaged in playing Call of Duty games, it is likely to be one of the most viewed of all entertainment experiences in modern history."
We'll have to track down the hours of engagement by audiences with Solitaire on the PC or Tetris on all formats to start making valid comparisons.