Toshiba and tablets. It's fair to say it's been a bumpy road for Tosh over the past couple of years, but it's stuck to its task and has just added another new release to the pile in the Excite 7.
It's Toshiba's entry into the fast-growing budget tablet category, and provides the usual blend of 7in screen, low-rent quad-core processor and Android 4.2.2 Jelly Bean for just $170.
That's in the US, of course, and there's no sign yet of Toshiba's plans to launch the Excite 7 this side of the Atlantic.
If it does, however, the big question is what will you have to give up on the likes of the Google Nexus 7 or Amazon Kindle Fire HDX to make Toshiba's even lower price a possibility?
In truth, quite a few things. The main problem is the 7in display's 1024 x 600 resolution, which might have passed muster a year ago but is distinctly under-par these days.
The processor is a Rockchip RK3188 Quad Core effort running at 1.66GHz, which is accompanied by 1GB of RAM and 8GB of storage. The cameras are an uninspiring 3MP and 0.3MP, while battery life sounds decent enough at 13 hours of “general usage” or 8 hours of video playback.
Consensus from those who have seen the Toshiba Excite 7 in the flesh is that it's well made and solidly constructed, which is another positive.
But it's less important than raw specs at this sort of price, and opting for the Excite 7 over better specced rivals at similar prices is hard to justify.
Not that it matters to us at this point. Hopefully Toshiba will brings its affordable tab to UK shores, but we wouldn't put money on it arriving before Christmas.