Aaron Greenberg firmly believes that the Xbox 360 will defeat the Sony PlayStation 3 in terms of sales this year.
Speaking in an interview with Destructoid, the Microsoft exec stated that the war of words between his console will maintain its sales gap over and above the PS3 in the next 12 months because there are simply too many factors weighing in the Seattle-based firm's favour.
He said: "We have more titles, more exclusives, we have the leading online community, and being able to bring really completely innovative technology like Project Natal to market this holiday, are all things that make us unique."
Despite the smack talk, Greenberg added that Microsoft never underestimates the competition and they are well aware of their great games, formidable market presence and "great history in this industry".
In January, Sony sold its three millionth PS3 console in the UK, though still suffers in the charts behind the Xbox 360 and Nintendo Wii.
Since we've heard from the Sony's execs I thought I'd give the Microsoft execs some air time!
Personally I feel both corporations are full of it and this is the smack talk before the big fight. I'm afraid only sales this year will let us know who the real winner is. Let us see who has the better game plan, shall we?
"And in the left hand corner... Let's get ready to ruuummmmbbblllleeee!"