EA is clearly not averse to taking off the gloves for a little sparring. Activision is the heavyweight fighter in this battle though, as Call of Duty has set entertainment records two years in a row. EA believes Battlefield 3 will take a chunk of the pie this fall and has been very vocal about it. Activision's Eric Hirshberg has said that as a "challenger brand," EA's attacks are "not a new strategy." But in terms of who actually began throwing mud first, the details are starting to look a bit fuzzy.