In what will surely rile up the Sony fanbase, Reggie Fils-Aime has taken the usual video game hardware rivalry to a whole new level when he hit Sony with a low blow in a recent interview with USA Today.

When asked whether Nintendo is interested in attracting new customers instead of trying to compete against Sony and Microsoft, the Nintendo of America president and chief operating officer replied: "The interesting thing is if you do expand the market, you do both. You grow the category, but you'll also dramatically increase your market share. As an example, Nintendo DS in Japan outsells all of our competitors by a factor of five to one. We are so far in advance of our handheld competitors that they're not even on the map."

Wow, not even on the map, eh? Could he possibly be talking about the N-Gage or Gizmodo? Yeah, probably not. While the portable hardware and software sales have been squarely in Nintendo's favor, it will be interesting to see if Sony's next wave of games and upcoming PS1/PSP emulation can take a bite out of Nintendo's momentum.

(Via USA Today)