Outspoken EA boss John Riccitiello has heaped praise on Sony for not only dropping the price of its PS3 console, but also for the timing of the move.
Consumers will likely be bombarded during the holiday season with an onslaught of messages from companies selling everything from DVDs to TVs to cell phones.
"Doing the price cut in the middle of August instead really stands out.”
The PS3 Slim certainly seems to have struck a chord with shoppers, shooting straight to the top of the Amazon pre-order charts in both the UK and US.
Riccitiello's sentiments have been echoed on this side of the pond by GAME's marketing director Martyn Gibbs.