Microsoft's marketing mavens are using the slogan "Finish the Fight" to promote the company's "Halo 3" video game, the final chapter in a popular science-fiction combat game trilogy.
It could just as well be the rallying cry for Microsoft to beat rival Sony in the next-generation video game console war.
"We're locked in a pretty good fight with Sony and (its) PlayStation 3 to win the generation. That's always been our aspiration," said Shane Kim, corporate vice president of Microsoft Game Studios. "This holiday season is critical in terms of winning that generation."