An executive at graphics firm Nvidia has downplayed the significance of losing out to AMD in the bidding war to have its technology at the heart of the PS4.
Tony Tamasi, a senior executive in charge of content and technology at Nvidia, appeared to suggest that his company did not want to pursue negotiations due to disagreements over costs and royalties.
"I'm sure there was a negotiation that went on," Tamasi told GameSpot, "and we came to the conclusion that we didn't want to do the business at the price those guys were willing to pay".
He added: "Having been through the original Xbox and PS3, we understand the economics of [console development] and the tradeoffs."
Sony's reason for choosing AMD to build the PlayStation 4 GPU is likely a secret that will remain within the PlayStation firm's executive circle. It is highly unlikely that Tamasi's version of events will be remarked upon by those at Sony who dealt with Nvidia during the talks.
It is also believed that AMD has won the contract to build GPUs for Microsoft's next Xbox, though this rumour has not been confirmed.
Tamasi appeared to suggest Nvidia is not too disgruntled at losing out on at least one major deal.
"We're building a whole bunch of stuff," he said.
"In the end, you only have so many engineers and so much capability, and if you're going to go off and do chips for Sony or Microsoft, then that's probably a chip that you're not doing for some other portion of your business.
"And at least in the case of Sony and Nvidia, in terms of PS4, AMD has the business and Nvidia doesn't. We'll see how that plays out from a business perspective I guess. It's clearly not a technology thing."
Sony has said the PS4 release date is tentatively set for the holiday 2013 period.