In business, it has always been the case that competition is good for the consumer, as displayed by the tactics of BSkyB and Virgin Media.
Whether it is over advertising, content or just who is better, the rivalry continues.
The latest upset is over 3DTV.
Last Friday it was well publicised that Virgin Media would be demonstrating its version of 3DTV in a new store in London.
However, BSkyB has been quick on the draw to point out that Sky was the first to demonstrate 3DTV technology in the UK, despite the claims made by rival broadcaster Virgin Media.
Of course looking back it is true that BSkyB has made some test broadcasts and at the Hay Festival it did put on a 3DTV demonstration, which clearly pre-dates Virgin Media’s claim.