It really was the Develop for it. After Schafer's lobbing of the prick-stick at Kotick, Cliff Harris returns from there to write a furious blog post arguing that Epic's Mark Rein is "a jerk". Which is a lot milder than prick, but Cliff keeps-on-keeping-on climaxing with him telling that Triple-A bosses should "Fuck off". The cause for his concertation? Well, it's the microdeveloper panel at Develop where Harris - on the panel - took umbrage with Rein - in the front row - interrupting the discussion to give him a piece of his marketing wisdom. Go read Cliff's takes on the event - though I was actually at the event, so will hopefully write it up soon. It's worth noting that Rein's interruption came when Cliff was talking about his time with Lionhead and getting into trouble with PRs for speaking to the forumites. However, it quickly continued into the wider area, with Rein basically acting like a fifth panelist for the closing section.
I'm hoping this erupts into a full-scale war between the American Mainstream and British Independents by next Develop, and look forward to Terry Cavanagh saying that Valve are a big bunch of tossers or similar.