Adobe boss Kevin Lynch has thrown his toys out of the pram once again after an independent report suggested that running Flash could have a detrimental effect on potential battery life.
Lynch seems to have grabbed the wrong end of the stick and has this time had a pop at HTML5 rather than admitting that 99 per cent of the Internet-using population would be quite happy never to see a stupid, bandwidth-gobbling, eyeball-melting, battery-eating animated advert ever again.
Adobe got a right royal kicking last week after a review of the latest MacBook Air on Ars Technica suggested that turning Flash on could knock up to two hours off of the sleek laptop's expected runtime.
But rather than admit that Flash is just a horrible waste of energy in a world spiralling towards global environmental disaster and just giving up on animated adverts altogether, Lynch behaved like a petulant child, pointed at the new web standard and said, "well HTML5 is just as bad," before stomping off for a sulk.
Well... what he actually said was, "It's a false argument to make, of the power usage. When you're displaying content, any technology will use more power to display, versus not displaying content. If you used HTML5, for example, to display advertisements, that would use as much or more processing power than what Flash uses." But you can see our point.
And despite the fact that the only involvement Apple had in this particular fracas was supplying the kit which was killed by Flash, Lynch just couldn't resist having a swipe at the Cupertino company, saying, "I just think there's this negative campaigning going on, and, for whatever reason, Apple is really choosing to incite it, and condone it.
"I think that's unfortunate. We don't think it's good for the web to have aspects closed off - a blockade of certain types of expression. There's a decade of content out there that you just can't view on Apple's device, and I think that's not only hurtful to Adobe, but hurtful to everyone that created that content."
If you can still read this through the tears of laughter which are undoubtedly now rolling down your face, perhaps you'll join us in putting Mr Lynch right.
No-one said they don't want Flash video content. The review in question said "With a handful of websites loaded in Safari, Flash-based ads kept the CPU running far more than seemed necessary, and the best time I recorded with Flash installed was just four hours. After deleting Flash, however, the MacBook Air ran for 6:02 - with the exact same set of websites reloaded in Safari, and with static ads replacing the CPU-sucking Flash versions."
Flash is great for playing video and, until HTML5 matures to the point that it becomes ubiquitous, Adobe's platform has a part to play in the near future of the web.
We just wish you'd develop a way to turn the lights out when there's nobody in the room. Because if you don't do it... we'll do it for you, by not installing Flash. Or at the very least installing one of the dozens of Flash killer browser plug-ins available.
You have been warned Mr Lynch. Steve Jobs isn't the only person out there who hates Flash adverts. (And yes, we're well aware that Thinq carries them, so you can put the purple crayon down.)