Future's multiformat specialist consumer magazine Edge has told its readers that they should buy a PS4 - and that Xbox has 'blown it'.
The title unveiled a provocative new issue cover today which whole heartedly backs Sony over Microsoft.
Reaction to the cover is already fierce - Edge is trending in the UK on twitter.
"Sony crushed Microsoft at E3 2013," is the magazine's verdict.
The magazine itself hits newsstands on July 4th.
(Of course such strong backing could be a poisoned chalice: Edge itself has acknowledged the long-running industry joke of the 'Curse of Edge' with a number of high-profile cover stars that never even launched, let alone made it to market.)