Recently chat giant Tencent QQ and anti-virus company 360, two of China's biggest software firms, started slinging mud at each other in an attempt to win the hearts and minds of China's Internet consumers. It remains to be seen who will win, and what the landscape will look like afterward.

For utility programs, PR is often of utmost importance. Many of the biggest names in software are there not because they have the best programs, but because everyone uses their products. When you have an impasse between two such commonly used products, you're bound to give your competitors a boost.

All the loyal QQers will begin to look for a new protection program and all the loyal 360ers will start finding new conversational venues.

In the end, one of these battling giants may deal a heavy wound to its adversary, but it can't do so without hurting itself.

So far it appears that Tencent appears to be wielding the biggest PR stick, striking out strong and wild. From the beginning, when they published a slanderous article about 360, the QQ people have made it clear that they intend to fight this war in the press instead of the circuit board.