Sony's taking potshots at their competitiion in hype of their upcoming PS4 announcement. Most recently, they called out Nintendo saying "Oh look, another Mario game."

Why does this take me back to the 90's (though this sort of advertisement was in the 80's, but note I wasn't born then so that's why I mostly bring up the 90's)? Well...

Here's Sony's Crash Bandicoot ad and here's a cIassic from SEGA (though this dates back when Genesis came out before the SNES). Needless to say, Nintendo wasn't a slouch either.