iPhone fever is back and has afflicted a close family member of one of Total Telecom's editorial team.
Yes, a certain brother of mine was queuing in the fresh summer air for two hours this morning outside O2's Lime Street store in London so he could be one of the first to get his hands on the latest incarnation of the Apple iPhone, the 3GS.
However, it seems that not everyone is reporting symptoms of iPhone fever.
"People kept coming up and asking what the queue was for - expecting some sort of amazing giveaway," he said.
"When the queuing nerds explained that it was to fork out tons of money for an iPhone the reaction was either mocking laughs or total bemusement."
And how much did he 'fork out' for his prepay 32 gigabyte iPhone 3GS?
"£538 plus £10 credit...ouchie."