Nokia's move over to Windows Phone continues to sharply divide mobile tech enthusiasts even 18 months down the line, but what isn't in any doubt is that the buck stops very firmly with CEO Stephen Elop.
And as the weeks count down to the end of what has been another disastrous year for Nokia, analysts are suggesting Elop's time is fast running out.
Consensus is that Elop has until early next year for the Nokia's Windows Phone adventure to start bearing fruit before his own future starts to look rocky - in fact, a fair few analysts say it's already too late.
"Elop has not been able to attract customers and that is what counts. You can say that he has not had enough time, but he has been there for two years. Time is up," says Greenwich Consulting's Magnus Rehle.
Part of the problem has been just how vocal Elop and Microsoft boss Steve Ballmer have been in insisting the partnership would develop into the near-mythical "third ecosystem" in the mobile sphere alongside Android and iOS.
Redemption, we've been told over and over, is just one new version of Windows Phone, or one new Nokia product cycle away. However, it seems the launch of the Windows Phone 8-running Nokia Lumia 920 and Lumia 820 is being viewed as Elop's last chance saloon.
If they fail to make a serious impact over Christmas and into the new year, even the more optimistic analysts concede that Elop's time will effectively be up.
And worryingly for Nokia, its latest devices have emerged right in the middle of the busiest period for new mobile hardware we've had for years, including of course the announcement of the iPhone 5 last week just seven days after Nokia's new phones emerged at Nokia World.
So what options would Nokia have in a post-Elop future? The only real alternative remains adopting Android as its primary smartphone platform - which is exactly what most Elop dissenters say Nokia should have done in the first place.