MajorNelson, the social media face of Microsoft's Xbox, made time for a little dig at rival Sony yesterday.
Sony's decision to move first in the next-gen battle leaves Microsoft now pondering when it should announce its new machine, but in the interim the company clearly doesn't want Sony stealing too much of the limelight.
Announce a console without actually showing a console? That's one approach,” he wrote yesterday.
He's referring, of course, to the fact that Sony didn't actually reveal the PS4's new look at its New York press event on Wednesday.
Of course, Microsoft knows that the move gives Sony an extra card up its sleeve that it can deploy at very short notice should Microsoft finally decide to reveal its machine.
And it also suggests that Microsoft has a fully designed console ready for demonstration, right?