Sony declare war on new Xbox
First off, a price war and Sony struck the first blow by announcing the price for UK buyers - £350 for PS4. Compared to the £429 for the Xbox One, that's a kick in the stones for Microsoft.
Sony got openly hostile by having a dig at their rivals and their game-sharing restrictions by putting out a video guide, mocking Microsoft. You can watch that here, which shows someone saying: "This is how you share your games on PS4" before they simply hand a game over to their pal.
As previously reported, Microsoft will be making it tricky for customers to share games or obtain pre-owned releases. If you want to play your game on a friend's console, you'll have to sign-in to your account.
Sony Europe tweeted: "Good morning! If you've just woken up we've got some big news... Price: £349 UK, €399 EU & you can lend games!"
Microsoft will have to spend a lot of money on a PR campaign in a bid to win back customers looking toward to the PS4.