The BBC has this morning across its many outlets dedicated lots of time to the release of Activision's Call of Duty: Modern Warfare 2, which went on sale around the world at midnight.
Amongst other coverage there is a substantial piece on the BBC News front page and there were specific focuses on both Radio 4 and Radio 5 Live.
The broadcaster is also encouraging users of its website to send in their impressions of the game and the hype that surrounded it.
However, along with reporting on the potential record-breaking size of the game's launch there was also plenty of time reserved for the controversial terrorist level featured in the game, where players play an undercover operative taking part in an airport siege.
The BBC's Marc Cieslak said of the sequence: I wasn't shocked by it but I felt a little bit saddened. I thought the games industry had moved beyond shock tactics for shock tactics sake and that's what I thought about this level.
"It's controversial for the sake of being controversial. I didn't think it necessarily needed to be included in the game.”
In addition, games industry professionals may well have found themselves a little agitated by some of the comments made on 5 Live.
Breakfast presenter Shelagh Fogarty, in particular, cheapened proceedings somewhat with throw-away references to how it is better to play outside than sit in front of a TV playing video games.