It says a lot about HTC's current state that the mention of a potential HTC Titan III in a survey question recently prompted as big a stir for a potential new release as anything else the company has going on right now.
That on its own strongly suggested the potential for the whole thing to be nothing more than a mistake or a typo – and turns out that's exactly what it was.
The whole thing revolved around a question in Microsoft's monthly Xbox Live Rewards survey, which asked posed the question: “How excited would you be to receive one of the following smartphones as a holiday gift?”, with the list of options including the Apple iPhone 5, the Nokia Lumia 920... and the HTC Titan III.
The very mention of the name kicked the rumour mill into overdrive – with the Titan name evoking memories of a time when HTC really was one of the top dogs in smartphone-land (we'll ignore the Titan II - pictured above - as that was US-only).
But it wasn't to be – Microsoft has confirmed it was nothing more than a typo, and that there's no reboot of the Titan name on the cards anytime soon – or not that it's aware of, anyway.
Sadly, then, it's back to Beats Audio and half-baked strategy reshuffles for the once-mighty Taiwanese firm.