Independent games retailers are furious with Sega's Dreamcast efforts after being left with empty shelves on the morning of the launch.
While over a 100 major electronics retailers opened at midnight to queues of eager Dreamcast fans, all many of the independent stores could do was look at empty shelves.
Some independent stores had their staff in at 7am especially for the launch, but had to sit around waiting six hours for the consoles to arrive.
One store in the West Midlands didn't take delivery until 1pm - 13 hours after stores such as Tower Records and Electronics Boutique saw their first consoles going out of the door.
"They've done it to all the independents," said another in east London.
Will Copeland, of Norfolk based One Step Beyond did receive delivery of the Dreamcast reasonably early, but only by hounding the distributors.
"We got all the stock on shelves just one minute before we opened on Thursday morning, and we were bloody lucky to get them, a lot of independents didn't," said Copeland. "The only reason we got them was because I made a nuisance of myself and hassled the courier."
"It is another example of the independents going to the back of the queue," he added.
The launch of Dreamcast has been plagued by fears of stock shortages and software problems that meant a three week delay in it reaching UK stores.
Sega also hired Gem as the exclusive distributor for the Dreamcast, so for Copeland, and many independent stores, it was the first time they had dealt with them and so didn't have an existing credit record.
"I was given a good credit rating with them but chose to paid 20,000 pounds up front to make sure there were no problems with credit on the day," he said.
"Some independents didn't chase them and the only reason we got the stock was purely through hard work and sweat. If we'd left it to Sega we would have been unlucky."
Both Sega and Gem were unavailable to comment this afternoon.
Electric eel the inspiration for battery that uses hydrogel to store power
In fear of future shortage - or in preparation for its own electric car project?
But if you're running anything older you'll have to wait
Powered by servers based on Qualcomm's scalable 48-core Centriq 2400 10nm CPUs