Aside from saying that Microsoft ruled the most recent (and least interesting) E3 because both Sony and Nintendo "disappointed" and in fact, did not even "show up for work", Microsoft's Don Mattrick also feels that his company is way ahead in the console race.

Speaking to UK industry journal, MCV, Microsoft's Senior Vice President, Interactive Entertainment Business, Entertainment and Devices Division took swipes at the competition, including, “We're building momentum and we're on a scale that no other consumer electronics company or entertainment company has been able to achieve in nine years."

Sony's president of computer entertainment, Kaz Hirai, responded thusly, "I guess Don is saying they’re also going to be embarking on a ten-year lifecycle, then?

"If they are then that’s terrific, but I’ve never seen them manage it before. Last time I checked, the Xbox went by the wayside four or five years after launch."

Nintendo has, as ever, remained aloof from the catfight.