The reality is that until Samsung actually comes out and announces the Galaxy S III, even news of an upcoming restaurant reservation involving two Samsung post room workers will be enough for someone somewhere to whisper conspiratorially: “is this the Galaxy S III announcement?”
But we were still mighty disappointed to discover this morning that the “special announcement” Samsung has lined up for this afternoon has nothing to do with the Galaxy S III, or the Galaxy Tab 11.6 tablet some were expecting. It's about Angry Birds.
The Angry Birds craze isn't quite as all-consuming as it once was, but Rovio has done a good job of maintaining its appeal through a series of themed add-ons.
Angry Birds Space, however, isn't just an add-on – it's essentially the first true sequel to the addictive gaming hit, and thanks to a couple of teaser videos we now know that it's due to launch on March 22.
So what does that have to do with Samsung? Simply this: the game is being launched on Sammy's oversized Galaxy Note smartphone, which is currently being hyped to within an inch of its massive screen over in the US.
Yet even this isn't actually news, as the partnership became common knowledge at the end of last month. As did the March 22 launch date. But in terms of making it official, that's what we'll be hearing about this afternoon.
So to sum up, Samsung has announced that it is about to announce something already confirmed which will launch on a date everyone already knew. Will life truly ever be the same again?