Every day, I try to keep up with which gadget manufacturer especially dislikes another.
I know that everyone mocks Apple because of its smugness and/or their own envy.
I also know that Microsoft thinks Google is stinkily hoodwinking the world's populations with its alleged Scroogley spying.
But here we are, with Samsung unveiling its latest testament to its largesse and largeness, and two rivals take to Twitter to sniff mightily in its face.
HTC, a company with some nice phones, but not without its own problems, tweeted: "Buyer's remorse: Coming soon to S5 owners. March 25."
Just along Twitter way, we had the wags of Nokia's UK arm waving their arms in mockery . Next to an image of one of its own not yet legendary phones, were the words: "Stand out from the crowd! #MWC14 #UNPACKED. NOT THE SAMESUNG;)"
In HTC's case, I'm not sure that telling people how they're going to feel is always (ever) the most persuasive notion. It's like a realtor on "House Hunters International" telling a miserable, quarreling couple before showing a property: "You're going to love this!"
HTC was drifted a step further by suggesting: "You're an idiot if you buy the S5."
Not that Samsung hasn't been fond of telling people they're idiots to buy iPhones. But its attempts have generally been witty, as opposed to windy.
In Nokia's case, there have been some good attempts at waggery in the past, in cohort with Microsoft.
Somehow, the Samesung joke seems a little lamesung.
It's true that if you buy a Nokia phone, you will likely stand out from the crowd. But that, sadly, is because not so many have bought themselves a Lumia.
Still, it's good to see spittle flying through the air in the marketplace. It would be so dull if they all just got along.