The relationship between the video games industry and the Blu-ray disc gives us a rare, often very public, insight into the differences between Sony and Microsoft's view of the future.
In one corner, Xbox: Having seen its choice of media, the HD-DVD, fail and drop out of the market, Microsoft now believes that 1080p streaming content will soon dominate entertainment.
In the other, PS3: Blu-ray is at the centre of Sony's baby - and the platform holder is confident it will become the public's de facto entertainment format in the next few years.
It may not surprise you to hear that the European Blu-ray Disc Association believes the latter has got its head screwed on.
But, as chairman and Warner exec Graham Heaton explains, the organisation is all ears if Microsoft ever wants to change its mind...