EA Sports boss Peter Moore has poured cold water on the video games industry's excitement over the supposed '3D revolution' - questioning whether 3D remakes of games "add value to the experience".
Sony is pressing ahead with 3D, of course - with a full reveal of Killzone 3 expected at E3 later this month, along with other blockbuster 3D titles.
However, Moore believes there are "challenges" that prevent many existing games from being re-created into a 3D experience.
"We are looking at 3D but there are challenges," Moore told industry title MCV.
"I've seen a number of our games running in 3D, and we're learning that we can't take the existing camera angles. You have to get lower and have depth of field to actually see it.
"You've got to look at things differently than just porting to 3D, because 50 per cent of what you are seeing you can't even tell it's 3D. I'm not sure it adds value to the experience."
We reported yesterday that Sony believes 'retrofitting' games into 3D - as the platform holder has done with Wipeout HD - is more difficult than building 3D titles from scratch.