Last night during the PS3 launch in Paris, an XBOX 360-branded boat sailed past with the message "XBOX 360 hearts you".
Later on in the evening at the official launch at the Virgin megastore in London people were waiting in line for the midnight release. While people were standing in the cold London air on Oxford street some men approached the waiting crowd with free camping chairs. These weren't any free camping chair. Each chair was branded with the message "Shouldn't have kept you waiting" with a web URL www.shkyw.org.
After you click the URL it has become very clear that the XBOX marketing team was having a little fun with the PS3 launch.
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