So Clove is taking orders for the 32GB Nokia Lumia 920 Windows Phone – before you get too excited, the shipping date is listed as December 5, so you're still in for a bit of a wait.
But here's the thing: the online retailer has taken to Twitter to boast that the WinPho 8 device is “selling like hotcakes”, despite carrying a wallet-shredding SIM-free price tag of £520.
Now far be it for me to question, as I suspect I have roughly as much experience selling hotcakes as Clove does, but I'd be seriously interested in some actual numbers here.
First of all, the proportion of people who buy their phone outright versus those who opt for a contract (or PAYG) is surely quite low.
And even in the run-up to Christmas, a phone costing the other side of £500 is not a negligible purchase. Especially when for nearly £200 less you can have a Google Nexus 4 – even if there is a bit of a wait right now.
The point is that particularly with regard to Nokia's Lumia 820 and Lumia 920, for quite a while now there seems has been a steady stream of positive PR talking about “unprecedented demand” and “huge interest”, but zero – as in absolutely nothing – in terms of actual hard figures of how many actual units are being bought/pre-ordered/taken on contract.
This isn't meant as a dig at the Lumia 920 itself, or Windows Phone 8 for that matter. But never mind hotcakes, it seems to me there's an awful lot of hot air flying around right now, and not enough hard fact.
It's inevitable this time of year I suppose. People have money to spend, and with so many new products fighting for the average consumer's attention, creating the perception that one particular device is the hot-ticket item that everyone wants is as sure a way of making that a reality as anything else.
Maybe that's all Clove is actually doing here, maybe not. Don't expect some actual figures to emerge to clear things up anytime soon, though.