donniebaseball23 writes: Electronic Arts has been on an active campaign to take back the shooter category from Activision's Call of Duty, and as the fall showdown between Modern Warfare 3 and Battlefield 3 gets closer, EA has stepped up its trash talking of the competition, even going so far as to say that Call of Duty could be dead in a couple years. But is the mudslinging approach a good idea? Marketing expert Scott Steinberg of TechSavvy Global believes it's a "clever ploy" to garner attention for the brand. He added, "Subtelty's never been an industry strong suit, as gaming rivals have been hurling insults since the days of 'Genesis does what Nintendon't.'" Wedbush Securities' Michael Pachter agrees, noting that it may cause some to think EA's "petty" and "unprofessional" but it's ultimately a "smart move," he says.