Zynga isn't the most popular kid in the games industry playground – that much is certain.
And that's part of the reason EA is taking so much relish in the newfound popularity it has found amongst industry observers now it's taking Zynga to court.
It's already expressed its delight at the public support it has received. And now EA COO Peter Moore has moved to rally the troops further by claiming that the company is fighting this battle not for itself but for the entire industry.
"When we looked at TheVille we felt somewhat affronted by what we saw as copyright infringement," EA COO Peter Moore told Eurogamer.
We also feel from an industry perspective that a number of these things have happened before related to Zynga, but there's never been a company that has the wherewithal and the resources to take it to the next level. We do.
"So, we're defending our Maxis studio, and we're standing up for the industry. The roots of what we do as an industry is creative, from the minds of people who sit there and build storylines and characters and mesh it all together and work hard to do it. You take years to do that. And when you see somebody, quite frankly, take months replicating what you've done, you're upset.
"And we've seen enough of it from an industry perspective, with smaller publishers and developers who also put their hands up and said, this is not right, but I don't know what to do about it. We do.
"Privately the industry has sent us nice messages of support. We're a creative industry, and your tools should be your mind and the digital tools to create the characters. It shouldn't be a photocopier, and that's what we saw there."