During its keynote address at the Los Angeles gaming expo, Sony looked to have scored a massive win over Microsoft's Xbox One by proclaiming: "Gamers should be free to trade in their games, sell them or loan them to friends."
Microsoft had caused controversy and garnered ill-will over its plans to allow publishers to add DRM software that would prevent gamers playing used or borrowed games on their console.
However, it appears that beneath the bravado and fun-poking YouTube videos (below), Sony is adopting a similar strategy. It's leaving the decision in the publishers' hands, but unlike Microsoft, it has spoken out against any restrictions.
Speaking to CNET, Sony's head of Worldwide Studios in America Scott Rhode said: "We can't dictate what another company's policy will be."
However, Rhode pointed out that, from the thunderous ovation the announcement received during the PlayStation keynote last night, it would now take a very brave publisher to go against the grain.
"Especially after they saw the reaction from last night," he added.
Rhode also said Sony had no plans to mention used games during the keynote address, but such was the negative response to Microsoft's policy, that an easy win had presented itself.
"This was always part of our plan. We didn't feel it was necessary for us to talk about it."
Despite arguably having a less impressive array of launch titles in the works following Monday's dual addresses, Sony came out of the day with massive momentum, thanks largely to capitalising Microsoft's own perceived mistakes.
Sony's announcement that there'd be no enforced online connectivity, contrary to the Xbox One's once-a-day check-in requirement was greeted with more rapturous applause.
The company has also undercut the Xbox One by £80 by deciding to launch in the UK for £349, compared with Microsoft's £429 price-point.