At GamesCom Activision CEO Eric Hirshberg gave a speech explaining how he doesn't aim to take down competition but applaud its abilities. In some ways this can be taken back to the event that went on at E3 where EA/DICE employee's would not allow him to check out the Battlefield 3 beta that was available there. Eric handled everything that was thrown at him very classy and professionally, clearly he wants people to know that he is the better man.

Having competitors throw things around like not letting you check out their game or using the terms that are explained in the video can make someone at least a bit angry, but he seems to keep his cool. Its qualities like this that will earn more respect for not only them but for the entire company as well.