Xi3 are not being clever i dont think - sure, they are getting lots of short term exposure (actually, maybe they are being clever then), but a number of the comments as reported are not going to endear themselves to Valve in the long term, and Valve will surely quickly and easily approach a number of other companies who will do a similar thing to Xi3, leaving them in the cold.
I think that Xi3 could have had similar amounts of press exposure without having a dig at Valve, if they were smart.


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