Sony's unveiling of the PS4 at E3 early on Tuesday morning highlighted some strange similarities with Microsoft's Xbox One, but also some real differences.
The console is not only cheaper - by about £80 - but is also region-free, requires no internet connection and doesn't have a permanently connected camera. All fair points, well made.
But in its video explaining how gamers can share games on the machine, Sony essentially turned into a Reddit troll.
The clip - lasting just 22 seconds - makes it pretty clear that on this point the PS4 and Xbox One really are quite different. And it's gone down pretty well on Twitter:
Take a look at the lulz above.