It seems like ages since Samsung announced the Galaxy Alpha, such has been the avalanche of new phones introduced in the past month.
But it's time to check back in on the metal-bodied beauty, and look at what it'll cost you when it hits the shelves on Friday.
And let's not waste any time in calling a spade a very expensive spade: a SIM-free price tag of £500-£550 (depends where you look) is massively expensive for what the Galaxy Alpha offers.
We're talking a sub-1080p resolution, a mid-range 12MP camera, an Exynos octa-core processor (OK, that's decent enough), 2GB of RAM, a non-expandable 32GB of storage and just 1860mAh battery.
That's a pretty serious premium Samsung is expecting people to pay just to get a chassis made from the same material most of its rivals are already using.
If you go the contract route you're talking around £33-£35 a month for two years to avoid having to pay anything up front.
Those sort of figures might not hold up so well when Apple does its thing later today.