Nintendo Chief Marketing Officer Reggie Fils-aime started the E3 press conference by accepting questions from the audience. When he was asked 'Is Nintendo worried that Sony and Microsoft will pose a threat this holiday season?' Reggie burst out in seemingly uncontrollable laughter. The laughter was so intense that he was not able to complete a sentence. He repeatedly said 'Wait, wait, hold on' just as another round of laughter started. At 20 minutes in, he was actually rolling on the floor of the stage. Acclaimed game designer Shigeru Miyamoto came on stage in an attempt to calm down the guffawing spokesman.

Fils-Aime stood up and regained his composure, saying,  'But Shiggy, they asked if we were worried about the Xbox and the PS3', at which point Miyamoto and Fils-Aime both doubled over in laughter. This new round of laughing went on for another 15 minutes.

When they were exhausted and couldn't continue laughing, a reporter from IGN dared to ask, 'With the PS3's price drop to $499, isn't that cause for concern?' Reggie translated the question to Miyamoto, and once again, they shook with laughter. 'Stop, wait, I can't breath.' At this point, Fils-Aime took out his cell phone and called Nintendo President Saturo Iwata. 'Iwata-san, listen to this,' and after repeating the Sony price drop question, more laughter could be heard coming from the phone.

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