Don't get me wrong: the Google Nexus 7 is a decent piece of kit. But it's not like Google and Asus have reinvented the wheel here: they've just made a decent tablet, loaded it up with a new version of Android, and stuck a ridiculous price on it.
You might argue that anyone can do that – and Archos seems out to prove it with its new Ice Cream Sandwich-fuelled Elements line.
Archos is in many ways a law unto itself in the tablet market. After all, most players have arrived there via either the smartphone market or the laptop/netbook market. Archos' pedigree, however, is in personal media players – in fact, it's one of very few remaining iPod rivals still standing these days.
With that in mind, it may be worth keeping an eye on Archos' newly announced Elements range of tablets. The 9.7in 97 Carbon model will kick things off, but there will also be 7in and 8in models down the line – Archos has never been afraid of offering something at pretty much every screen size in existence.
Getting back to the Carbon, it weighs in at a fighting fit 618g, though it is just a little flabby around the middle by today's standards at 11.4mm thick.
The rest is pretty much straight down the middle: a 1GHz ARM Cortex A8 processor, 1GB of RAM, an iPad 2-esque 1024 x 768 resolution, 16GB of internal storage (double that offered by the Nexus 7), and a 2MP/0.3MP camera combo.
In most areas that's a couple of steps off what is offered by the Nexus 7, but it gets closer than most in two areas in particular: first, it runs Android 4.0 Ice Cream Sandwich in full, so the Google Play store is yours to browse at your leisure.
And secondly, it's been given a price tag of just £219. Yes, that's more than the Nexus 7's £159, but then again it does have a bigger screen, and if you subscribe to the idea that tablets like the Asus-made Nexus 7 and the larger Apple iPad and Samsung Galaxy 10.1 actually exist in two distinct tablet sub-genres, then the Carbon looks well placed to be the best budget example of the latter type.
You won't have long to wait to put that theory to the test, either: the Archos 97 Carbon is set to go on sale this very month.