PlayStation VR is technically in competition with Oculus Rift and the HTC Vive, but Sony's Shuhei Yoshida doesn't see it that way.
Sony, Oculus and Valve are all pulling towards the same goal even as their engineers battle for create the best tech, according to the SCEE Worldwide Studios boss.
"We're in this together, to really help each other to get more people to be interested and excited and become fans of VR," Yoshida told The Verge.
Yoshida said that every VR believer has "one specific moment" when they converted to the technology, and that all three major players want the same thing from the next year - to get people to have that moment.
"Every time anyone of our three companies have events and gets lots of people to try, we are helping each other to get more people to try good VR," he said.
"It doesn't have to start with PSVR. Someone's first experience might be with the HTC Vive, and if that person gets excited about VR, that's great for all of us. That's how we see it."
Yoshida said Sony is letting the team down a bit because PlayStation VR launching later than the others, and as such will benefit the most from the efforts of the others.
"Because of the launch of the consumer versions of Oculus and HTC Vive, more and more people will try it, and that helps everyone," he said.
"I'm very excited about having Oculus and Vive coming out in the next few weeks. That will help us. I'm serious. Is that surprising to hear that?"
The full interview is well worth a read; as well as loads more about VR and its potential, there's a good bit near the end where Yoshida talks about how consumers regularly fail to RTFM and then decide a piece of technology is too difficult to deal with - which is probably why we get those slightly patronising set up screens these days.