Samsung could be about to unveil a truly revolutionary television - and the rumour is that it might even be see-through.
It sounds dubious. But since Samsung last year revealed, well, exactly that, there might be something to it.
A preview of the South Korean company's CES presentation on its website promises "an unprecedented new TV shape and timeless gallery design".
It also features a portrait object that looks distinctly like a TV.
The theory goes - according to several tech sites - that the company might unveil a TV as wide as a regular set, but designed to be used vertically.
It's also possible it could be swivelled to be used in both portrait and landscape modes.
Yes, Samsung might just be about to announce a normal, slightly thinner TV. But we hope it's something cooler.
The Morning Email helps you start your workday with everything you need to know: breaking news, entertainment and a dash of fun. Learn more