ZTE's actual products are decent enough, but if I'm totally honest I'm no fan of its naming strategy, such as it is.
But I'd take a ZTE Grand Nubia X Memo S any day of the week rather than admit to owning its latest creation – the Intel Atom-fuelled ZTE Geek.
The Geek is one of the new faces at ZTE's stand over at IDF in Beijing, and takes the honour as the first ZTE smartphone to boast Intel's new Z2580 Clover Trail+ Atom chip following the announcement last month that the two companies will be buddying up a fair bit going forward.
Together with that you get 1GB of RAM, a 2,300mAh battery – which should go a fair way considering the low-power CPU tech, plus wireless charging support.
The display is a five-incher, but geeks take note – it's just a 720p panel, though it's fronted by Gorilla Glass. As for cameras, it's similarly ho-hum for a modern Android device – 8MP round the back and 1MP up front.
Nothing yet on release date or anything like that – in fact, the handset on show at IDF is a pre-production prototype. Which at least is slightly geeky.