"At the end of the day, E3 is the battle of the consoles. We know that's predominantly what people are interested in, that's what the air time is about," said Unangst. "And so, rather than try and raise a volume level that's five minutes out of an hour and a half keynote, we said 'you know what, let's give PC its due.' We did an event in San Francisco two weeks ago, it had a whole separate rollout, we talked to folks, we showed some of the great new games coming up. And then here tonight we're having our own dedicated event for the people who truly care about the PC and are tracking it. That was a decision on our part that says the consoles are going to fight it out, I'd rather have a dedicated event where we can talk, where we can showcase the news. There's going to be even more. We're talking about it at Gamefest next week. If we did it the other way, you'd be saying why was there only five minutes of Games for Windows during an hour and a half?"