UPDATE: It's alive...
After months of wondering when the first non-Nokia branded Lumia Windows Phone would appear, suddenly we're faced with the prospect of the Microsoft Lumia 535 launch being just one day away.
The event was teased last week, of course, but now comes a veritable flood of info, including a decent number of both images and headline specs.
It's respected WP-following blog WMPoweruser providing us with the spoilers, so we can dispense with any doubt we might have and get down to the nitty gritty without delay.
Starting with the images, our excitement at seeing a set of nine exclusive pics does fade once we see they're actually of a dummy handset, and that several appear just to be different crops of the same basic pic.
And to be fair the main thing we're interested in is checking out the Microsoft logo on the back, which looks, well, pretty much exactly how you'd expect.
That aside, it's your typical Windows Phone kaleidoscope of colour on screen surrounded by the usual moulded plastic Lumia chassis.
Want specs? You're looking at a 5in qHD display – yes, that's just 960 x 540 pixels – backed by a 1.2GHz Snapdragon 200 processor with 1GB of RAM and 8GB of internal memory.
The cameras are equally middling, offering 5MP/VGA resolutions, while the battery checks in at 1900mAh and the overall dimensions are 140.2 x 72.45 x 9.32mm.
As usual there's the typical riot of Lumia colours to choose from, including black, white, gray, blue, orange, blue and green.
In all, then, it's hardly anything to write home about, though perhaps it's unfair to expect that at what will likely be a fairly attractive price tag.
The point is there's doesn't seem to be anything about the Lumia 535 – and yes, that includes the change of branding – that will likely affect anyone's opinion about the Lumia range one way or the other.
Which, all things considered, makes for bad news for Microsoft.