This week, Sony is expected to unveil its next home console, which may (or may not) be called the PlayStation 4, but is currently being referred to by many sites by its codename, Orbis.
Not wanting to miss the chance to have a cheap dig at one of its rivals, Sony has taken out online adverts like the one shown below:
A spot of good-natured rivalry doesn't hurt anyone, but this seems like a very low blow for Sony — even more so when you consider the rather sneaky delivery method.
What are your thoughts on the comment? Do you think Sony has any right being so cocky? As ever, post a comment to tell us what you think.