http://www.computerandvideogames.com/ar ... ?id=263948
Sony has cheekily admitted that it will never be able - or perhaps have the inclination - to spend the same amount on pushing PlayStation as Microsoft does on Xbox.
The news comes as MS launches its most expensive ever marketing campaign for a single game with Halo: Reach.
Meanwhile, Sony's UK team is set to splash out £750,000 on marketing PlayStation Move - hardly small change.
However, when asked if Sony could match Microsoft's megabucks Kinect promotional machine in a new interview, Peter Dille - senior vice president of marketing at Sony Computer Entertainment America - said:
"I don't think we'll ever outspend Microsoft."
That might be true - but it doesn't stop your marketing being particularly cheeky, does it Peter?