There's a really tough war on the console market and all the companies are doing everything they can to ensure the victory of their products. Although this conflict is, most of the times, waged by price cuts or different kinds of promotions, it can even go as far as mocking the competition with different kinds of statements that may or may not be based on real facts.

We have seen some very rough statements coming from different company executives who mocked the competition but these usually go unnoticed by the gamers. However, now it seems that the statement battle is going to start again, as Sony UK Marketing director Ray Maguire recently talked with GamesIndustry about the competition and the state of his company and said that, although Sony was the one that released a next gen console the latest, it would surely begin to dominate all the competitors.

"Yes, we might take a bit longer sometimes to bring a product to market, but when we do, we bring you the most powerful gaming platform ever to hit – and it will be something that will [be] around for a very long time. It's nowhere near even halfway through its lifecycle, and I could argue that some other competing formats are on their way down right now."

Some very strong words aimed directly at Microsoft and Nintendo but they do have a basis because the PlayStation 3 is the most powerful console out there, in terms of hardware. And this was clearly pointed out in the promotion campaign also, as Sony representatives mocked the main rival, the Xbox 360 for not having such a graphical power as the Japanese console lately, so Microsoft could only reply by making price cuts and different kinds of bundles to attract customers to its console.

Let's just hope that, for everyone’s sake, this war will materialize in benefits for the average consumer, because, in the end, he is the only one who can decide upon the winner of this console battle. We will see the result in the sales charts after the holiday season.