It's been a long old wait for the arrival of BlackBerry 10 and the handsets RIM is betting its future on as it embarks on what it hopes will be a grand comeback in 2013.
So we'll indulge the BB faithful for savouring every step along the way, such as the company's official announcement today of the January 30 event in New York, where the whole adventure is set to kick off.
We've become used to these sort of things coming with the odd cleverly phrased hint or well-hidden cryptic clue, but RIM seems to have foregone all that for a straight down the middle statement of intent.
Against a blurred image of a New York street scene we have the words “The BlackBerry Experience”, plus the same tagline (“Re-designed. Re-engineered. Re-invented”) that's been on display on the RIM website for a while now.
And it's probably for the best, given how much info that has already emerged about BlackBerry 10 and the initial BlackBerry hardware offerings – much of it deliberately in an attempt to keep RIM and its next-gen platform in the public eye to some extent this year.
With just 44 days to go until the big day, the finish line is drawing near, and for once there's no need for over-stating the importance of it: what we see on January 30 (and how businesses and the public react to it) will truly make or break RIM as a company. It's that simple.