Sky has countered Virgin Media's claims that it offers the most consistent download speeds and lowest prices in the UK broadband market.
The latter has been somewhat vociferous of late in praise of its cable broadband offering, claiming in a number of media ads to offer twice the speeds achievable with Sky, TalkTalk and BT.
However, Sky has now hit back at its rival through a newspaper ad of its own, the latest in its Broadband Happily Ever After series.
This time it is the turn of the Three Little Pigs – who famously had their houses blown down by a hungry wolf – to make a campaign appearance.
"Have Virgin Media got the most consistent speeds and lowest price? Not by the hair of our chinny, chin, chins," they wheeze.
"Virgin Media have huffed and puffed, but they haven't blown away Sky TV customers' lower prices and more consistent speeds for up to 20Mb broadband."
Away from fairytale land, Sky claims that - unlike its rival's introductory broadband deals - it offers ongoing low prices which do not increase after a couple of months.
A week after Ofcom reported that consumers are being misled over the downloading capabilities of some packages, the broadband war of words seemingly continues.