This won't end well. Patrick Soderlund, senior VP of EA Games Europe and dev lead on Need for Speed: Shift, told VG at E3 that he's baffled by Bizarre Creations' Blur and that his game is "better" than Forza 3.
“Let me tell you this," he said, sounding very pumped. "I think Split/Second looks great. I’m going to have a good time playing that. Blur to me is completely underwhelming. I don’t understand what’s up with that game to be honest. That’s an official statement.
“Forza, I’m very confident we have a better game than them to be honest. Talking to the press, looking at the nominations, that’s clear. So, I’m glad that they’re confident but I’m as confident as they are.”
Hot dog. Hit the link for more, assuming you're man enough.