A row between online travel agency Sunshine.co.uk and Hoseasons has stepped up a gear with the creation of a website to poke fun at the UK domestic tour operator.
The increasingly bitter fracas started in February when a PR-driven survey by Sunshine.co.uk found that around 20% of consumers in the UK would never take a holiday in the UK.
Almost a third (31%) said the UK's notoriously and unpredictable poor weather was to blame.
Clearly incensed by such findings, Hoseasons Group managing director Geoff Cowley hit back at Sunshine, claiming the survey only asked the agency's customers and was "hardly scientific" (a survey of 1,500 people never is, but it's a decent sample size).
Sunshine boss Chris Brown then went on the offensive, saying the poll was aimed at general customers and not only its client base, noting sarcastically:
"We can imagine that whilst Geoff Cowley of Hoseasons was putting together his quote talking up UK holidays, he had the grey and damp British weather as his motivational backdrop.
"With warm and sunny overseas holidays often costing less than wet and rainy UK holidays we can see why a big brand is using the desperate measure of attacking a rival to try and attract customers. We at sunshine.co.uk suggest that Mr Cowley concentrates on his own business rather than focusing on ours."
To emphasise its argument, Sunshine has mocked up a rather damp version of its existing site, known as Rain.co.uk (it bought the domain a while ago, an official says).
The site is aimed at those "looking for something other than sun and warm temperatures", giving tips on trips for travellers "if they want to actively avoid the sun and embrace the more traditional side to the British weather - rain".
The site is a fake, of course. But clearly Sunshine execs are enjoying the moment. But maybe Hoseasons (which does have some overseas holidays, it is worth noting) will create a site of its own...
AnnoyingAirportDelays.co.uk is available.
UPDATE: AnnoyingAirportDelays.co.uk is no longer available - bought within minutes of this article being published.