It's funny how targetted they are against 3ds max. "Is your 3D experience Maxed Out?" asks the banner, and the first words of the video is "If you use 3ds max...". It's actually interesting, because one of the things I like most about Softimage has been their recognition that most modern pipelines use multiple tools for their different strengths, and so they make it easier for XSI to integrate into the multi-package pipeline (with tools like cross-walk). In that context, this "attack" ad is sort of suprising (although it does highlight what's good about XSI pretty well).