Founder of Double Fine Productions Tim Shafer has called Activision CEO Bobby Kotick both a "prick" and a "dick" in a sensational dressing down of the exec.
The sentiment no doubt stems back to when Schafer's company was sued by Activision in an attempt to stop Brutal Legend being published by EA.
When asked in an interview with Eurogamer whether Kotick can really be blamed for wanting to make as much money as possible, Schafer replied: "Well, he doesn't have to be as much of a dick about it, does he?"
"I think there is a way he can do it without being a total prick. It seems like it would be possible. It's not something he's interested in."
Schafer went on to say that Kotick's attitude to games was harming the industry, comparing his methods to constantly trying to make the cheapest bar of soap possible.
"He definitely has that that kind of widget-maker attitude," said Schafer.
"I don't think he's great for the industry, overall. You can't just latch onto something when it's popular and then squeeze the life out of it and then move on to the next one. You have to at some point create something, build something."
"He could go to an industry that makes more money. Ball bearings... Something that suits his passions more. Weapons manufacturing?"
Not much love for Kotick in the Schafer household then.
The Activision CEO is more than aware that he hasn't come over well in the past. Back in February Kotick had to back-track over what he claimed was an attempt at humour after he said he wanted to suck the fun out of gaming.