So simple is the new smart, eh LG? This after probably the longest and most widely leaked buildup to a new smartphone launch in history.
We're talking of course about the LG G3, which was finally made official at a London event this evening after months of speculation.
That speculation culminated in LG's own web page for the G3 in the Netherlands mistakenly going live for a while over the weekend, which gave us the disappointing news that the G3 wouldn't be arriving with a Snapdragon 805 processor and 3GB of RAM despite all the hints that it would.
Sadly, that's indeed the case – well sort of, anyway, but more on that later.
That aside, all the hardware details revealed by the Dutch LG site are indeed correct, including the stunning 5.5in QHD display, 2.5GHz Snapdragon 801 processor, 2GB of RAM, 16GB of strorage, 13MP camera with OIS, and Android 4.4 KitKat.
Tonight, though, saw LG getting a chance to talk about some of those features in more detail, which involved the predictable mix of fine words and fancy figures.
On the physical front, the brushed metal finish gives the G3 a more premium look than the G2 it replaces. It retains the buttons on the back, with none down the side, and LG reckons the curved back makes it easier to hold.
That impressive 5.5in display takes up 76% of the G3's front surface, meanwhile, which helps keep the overall dimensions in check despite the 5.5in screen size.
We mentioned this morning our concerns that the 3000mAh battery capacity might not be enough given the 2460 x 1440 pixel count, but LG insists the combination of adaptive frame rates, adaptive clocking and adaptive timing control take care of that – effectively, they're techniques for ensuring the display only does as much work (and uses as much power) as you're actually going to notice.
The camera, meanwhile, allows you to take snaps with a single tap anywhere on screen, while the optical image stabilisation reportedly cuts camera shake by 20% over the G2.
It also takes just 0.276 milliseconds to focus on an object thanks to the laser autofocus system you may have previously come across if you've a habit of driving over the speed limit.
LG also spent plenty of time talking up new software features, such as the new Smart Keyboard, which can be adjusted to adapt for different finger sizes and typing habits. Things like being able to swipe upwards to select a suggested word rather than having to actually tap it supposedly help cut down on thumb movements.
There are other new “Smart” software elements too, such as the Smart Notice feature, a Google Now-ish software assistant that reminds you of call commitments, prioritise specific apps or services over others, suggest apps you haven't used for ages and ask if you want to delete them, and so on.
Finally, Smart Security includes the interesting Knock Code and its 18,000 potential knock combinations, a kill switch feature to remote wipe and lock your phone should it be stolen, and remote lock, which lets you keep certain files off limits if you're looking to let others use your phone.
So what about the G3 with the Snapdragon 805 processor, 3GB of RAM and 32GB of storage? It seems there will be a variant offering those meatier specs, but we won't be seeing it in the UK for the time being.
And on that note, LG's new flagship can be yours from on all the major networks from 1 July. It's too early to talk prices, but this is a premium device so expect it to come in at around the same as or more than the G2's launch price last year... £499.