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I'm going to get this over with early, I tell him. "Oh no," he says, in mock horror, "when a journalist says that to you, you know it's bad." I bring up the Xbox One dig.

"Yeah, I did reference it last night, I did open the door to the question," he admits. And it all goes back to that initial Xbox One proposition, unveiled at the Microsoft campus back in May – that the console would be a digital-media machine, that everything was shifting, that game discs were all but obsolete. The whole thing has been warped and misrepresented since, but the message coming from Redmond was that gamers would have to get used to a new way of purchasing and playing games. We tend to stay away from over analysing what the competition is up to," continues House. "But I'll characterise it this way: I was surprised … we constructed our E3 presentation because there was somehow a suspicion that the policies and approaches taken by our competition would create an industry trend in that direction. The reason we made such a strong statement at E3, and continue to do so, is because we were surprised by that.

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Andrew House responds to questions about why he decided to take a shot at Microsoft.