Business in the USA is often a case of "Kick the opposition, it's easier" - hence Phil Spencer, the corporate vice president for Microsoft Game Studios, has decided to get into the ring with Sony over 3D.
Mentioning no names, Spencer tells CNN
,"As an entertainment company, we're trying to do things that millions of people can go enjoy today. And for better or for worse, people just don't really have TVs in their house right now that are going to do 3-D in a way that's going to work."
Not clear enough that it's Sony that Mr Spencer feels the need to deride? Try this: "As a corporate mandate, I don't need to sell you a new TV. That's not part of my business model. Other companies maybe have that part of their business model. I don't."
Yes, he means Sony.
But he does have some time for a compliment about Nintendo's 3DS - which he hasn't used yet - "I like the 3DS... you don't have to wear the glasses."
We think you've made your point, Phil. But no! Rotweiller Spencer dives in again, "A bunch of people sitting around the living room wearing $150 glasses -- I'm just not sure that's kind of mainstream today...
"Trying to get a bunch of people playing together in a room where not everybody sees the same thing - is kind of a weird disconnect to me."
Possibly not if a new survey from U-Decide in the States is anything to go on. According to IndustryGamers
, the survey indicates that, "80% of gamers are actually willing to wear glasses to play video games and watch 3D Blu-ray movies. While interest in 3D climbs without the glasses, the difference isn't as big as some have made it seem. When glasses are no longer necessary, the participation level climbs just 12%."
So, what of Batman: Arkham Asylum 3D
from publishing partner, Square/Eidos, "It felt a little more like a science experiment than something that's going to go touch millions of people."
Ouch. So, no 3D for Microsoft then? "Clearly, we're not going to ignore 3D. I think it is something that will play a role in entertainment."
Back in your kennel Phil.