Speaking to Eurogamer at E3, Xbox boss Don Mattrick reiterated in capital letters his claim that Xbox 360 will win this console generation against PS3.
"Yes, absolutely," he said when asked if he meant 360 would beat PS3 on a global level.
"It gets boring getting asked the same question from different people all the time and there's been a lot of misinformation, so I used the E3 opportunity.
"We're the first box in this generation to pass 10 million units, we've passed so many thresholds in terms of quality titles. You look at aggregated reviews from around the world - you go onto Metacritic - and count the number of 90-rated titles on our platform, compare that to Wii, compare that to PlayStation 3: there is no comparison."
Mattrick added: "We know is Sony's given guidance and said their goal is to create 10 million units this coming year. Needless to say, our aspiration is to do more. We also know we have a volume lead both in Europe and North America, and with that volume lead in the aggregate, when you add in Japan, is larger than Sony's.
"All those things - I basically just do the math: know what growth we've got, know all the new things, all the capabilities to add value, utility; we've got an amazing product and we just have to keep evangelising to get more people to try it, because when they do, they love it."
There's a full interview through there. As far as we're aware this is the first full Mattrick interview from E3 published anywhere. So you should probably read it.