It all started when Travis La Marr used his @exiva Twitter account to tweet the key sequence and challenged @TheKevinButler to "Come at me." Butler confused it for a Battleship reference and retweeted the entire code:
Lemme guess... you sank my Battleship? RT @exiva: 46 DC EA D3 17 FE 45 D8 09 23 EB 97 E4 95 64 10 D4 CD B2 C2 Come at me, @TheKevinButler
It's rather ironic that this happened just after we learned that Sony is threatening to sue anybody posting or distributing the jailbreak code for its PlayStation 3 gaming console. The electronics giant even demanded that a federal judge order Google and Twitter to surrender details of those involved. It looks like this time Sony won't have to go to the courts; the company can just check its own marketing department.