To be honest, I'm not a big fan of luxury mobile phones.
Look at your average Vertu – the price is ridiculous, and yet in most cases you're actually talking about a mid-range Nokia from a couple of years ago once all the diamonds and gold are out of the way.
But this one's not too bad actually: it's a 24-carat Sony Xperia P – so at least it's current if not quite high end – and rather than pricing them out of our reach Sony's doing just the opposite: making just 15 of them and giving them away in a competition.
The gilded handsets will be the prizes in a worldwide treasure hunt Sony is orchestrating through its Sony Mobile Facebook page.
It's got something to do with following clues and counting (virtual) gold coins, but we won't spoil the crazy fun – head for Facebook to enter the competition.
From the sounds of things there should be further competitions in the weeks to come, so even if you don't win this time (or don't get the total number of coins right), you'll get another chance in the next round. Hey, someone's got to win, right?