EA and DICE made a genuine effort poking fun at Modern Warfare 2, from quick jabs to low blows, casual statements to marketing assertions. They did, after all, claim Bad Company 2 would "redefine modern warfare."
Really though, with all that drama MW2 carries, who can resist? And no one is more aware of this than Infinity Ward. Creative strategist Robert Bowling has said that he and the rest of IW love BC2, including the MW2 jokes:
"They have their style of marketing and we have ours. I love Battlefield: Bad Company 2, I play it, and a lot of guys here play it - and I bet a lot of their guys play our game. Each to their own."
Bowling also points out though that MW2 is still at the top Xbox LIVE activity charts, with BC2 coming in at number three. Guess IW is having the last laugh right now, but both have yet to outlast Bungie and Halo 3.