Sure, the three big console platform holders throw digs at each other, but usually in the form of tactful nods or subtle undertones. Not graphics card firms though, it seems. They just go for it.
Last week we posted a video from nVidia in which it demonstrated what it claimed to be the 'world's fastest graphics card'. This week, rival firm AMD has called out nVidia on its claims, arguing that its own high-end card, the Radeon HD 6990, is in fact the fastest card and if nVidia believes otherwise that it should "prove it, don't just say it".
"At AMD we pride ourselves on both the excellence of our products, and in the integrity of our messaging," said AMD's PR boss Dave Erskine on the firm's official blog (thanks Kotaku)
"The AMD Radeon HD 6990 achieved the highest default single graphics card score of X3303 using the industry standard 3DMark11 benchmark. And when we launched it, we issued a press release in which we proudly called it the "World's Fastest Graphics Card" and fully disclosed the basis upon which we made that claim," he added.
Then the handbags came out for swinging.
"Our competitor [has] also issued a press release, announcing the launch of what they claim to be the "World's Fastest Graphics Card"- the Nvidia GTX 590. We combed through their announcement to understand how it was that such a claim could be made and why there was no substantiation based on industry-standard benchmarks," ranted Erskine.
"So now I issue a challenge to our competitor: prove it, don't just say it. Show us the substantiation. Because as it stands today, leading reviewers agree with us ... that the AMD Radeon HD 6990 sits on the top as the world's fastest graphics card," he said, providing links to several hardware reviews that would back up his claim.