Microsoft has been quiet on the subject of Sony's recent cyber-attack troubles because it doesn't want to appear to be taking advantage of a bad situation.
In fact, Xbox COO Dennis Durkin has said that the negative impact of the PS3 hacking breach goes well beyond the Microsoft rival.
"It's bad for the industry that this has happened to Sony. It's very, very bad. It's very damaging," he told Industry Gamers. "So we don't wish that upon anybody and you've seen we've been actually pretty quiet on the subject because we don't want to appear to even be looking to be taking advantage of somebody else's situation like that. That's just not in our DNA,"
Durkin went on to say that Microsoft's future was cloud-based and for that there needs to be a secure online environment: "We're going to continue to do that and we don't want to see any of our competitors hurt along the way. We think that's bad for consumers," he said.
"[Xbox Live] is obviously very important to our consumers. It's part of the value proposition of why consumers buy our gaming consoles... So they want that to be on just like you want your phone to be on," he continued.
"Like in society, you can't always protect everything. There are people who are going to want to disrupt things and you can't always perfectly protect against every scenario, but we're going to make sure we do everything to we can to be sure we're as secure as we possibly can be.
"And thankfully - I'm grateful to be part of a company like Microsoft, who has such deep investments across its whole ecosystem that we leverage. Because it's an industry challenge and it's something that we all have to get better at."