But it may have also thrown down the gauntlet to a different adversary: Microsoft .
Now India has thrown down the gauntlet against big profits on branded drugs.
FORBES: India Court Ruling Against Novartis Is Dark Omen For Big Pharma
She has also thrown down the gauntlet to the regulator - saying it is "poorly led and unwilling to accept responsibility".
Lincoln has thrown down the gauntlet when it comes to technology.
FORBES: 2011 Lincoln MKS Test Drive and Review - Lincoln Throws Down the Gauntlet
Massa had thrown down the gauntlet in the first session, zooming round his home circuit in a blistering 1:11.830 - the fastest time of the weekend.
Although the two firms reaffirmed a commitment to a long-term partnership via joint press releases in September 2010, Oracle CEO Larry Ellison has since thrown down the gauntlet.
The Pfizer scientists "have thrown down the gauntlet: They claim that the reported Sirtris compounds do not do what they are claimed to do, " pharmaceutical chemist Derek Lowe, wrote recently on his popular In The Pipeline blog.
Among the revealing tidbits: Kilar has thrown down the gauntlet before, allegedly claiming he would leave the company when his contract expired unless subscriber fees were lowered to a price-point appealing enough for potential users of Hulu Plus, rather than simply the increasingly-threatened owners of it.
FORBES: Hulu Boss Jason Kilar Trashes Traditional TV Business
McIlroy aims to get back in the swing -- and respond to the gauntlet thrown down by Woods at the Houston Open, where he could return to the No. 1 ranking with victory.
"The gauntlet has been thrown down to everybody, " said Paul Nicholson, product marketing director for XOOM.
Culture Secretary Maria Miller told the BBC "the gauntlet has been thrown down" to newspapers to outline how they would set up tough self-regulation instead.
"The gauntlet is being thrown down, " said the industry source.
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