PS4 vs Xbox One: ‘All’s fair in love and war,’ says Sony

It's not secret that Sony has taken every opportunity to highlight Microsoft's missteps with the Xbox One. At E3, Sony's press conference closed out with a barrage on the Xbox One's then-current DRM and used game policies. Oh yea, there was also that little video that showed Microsoft how to share games.

The not-so-subtle jibes at the Xbox One continued at Gamescom this week, with Sony worldwide president Andrew House blatantly referencing Microsoft's flip-flopping: "While others have shifted their message and changed their story, we were consistent in maintaining a message that is fair and in tune with consumer desires," he said on stage. House later defended Sony's actions as "necessary for us to make a statement and say what our intent was."

Sony UK managing director Fergal Gara has a different feeling, however. He feels no shame or guilt in the onslaught of criticisms towards Microsoft.

"Well, it's a competitive market you know," he told Gamespot. "We're all competitive animals. We all come to work to do the best job we can by our gamers, but there is a part of that job that is about winning versus the competition.

"It's nice to feel you're ahead, it's nice to feel that we've got a lot going for us, and of course Andy chose to put bit of a dig in there," he concluded, before adding, "All's fair in love and war!"

All's fair, indeed. Personally, I like seeing Sony come out with so much fire. Is Sony's approach towards Microsoft a little too over-the-top or do you enjoy seeing them take shots at the Xbox One?