LG has unveiled the 'G2', its new flagship Android smartphone. And while the device has impressive specs, including a full HD, 5.2-inch screen, a Qualcomm Snapdragon 800 processor and 2GB of RAM, it's another more elegant feature that's getting the headlines so far.
The buttons are on the back.
Consider that for a moment. Dwell on it. For the genius of the idea won't come to you at first.
But then imagine taking a photo on a normal smartphone. Remember the Euclidean calculations involved in holding the thin little sliver of silicon still, pressing the screen to focus and finding the button on the side - or worse, on the dazzling screen itself - to take the picture.
Instead, imagine just pressing the point where your fingers are already - the back. And exhale, because the world is a better place.
Likewise the G2 has its volume rockers on the reverse too - again, exactly where they would be if your fingers had the casting vote, and not your eyes.
The tech press agrees - and so, apparently, do the public, with the BBC's story on this very feature being in its top five most read 12 hours after the launch.
Of course, it's yet to be seen if the rear buttons will really make the difference and lift LG above its competitors, Samsung, Apple, HTC et al. But in an industry where differences in hardware and software are increasingly slight, it's the little things that matter. We'll await the chance to get hold of a device with baited breath. And itchy fingers.
The G2 also comes with a number of software tweaks and innovations, which include 'Answer Me', in which the phone knows when you raise it to your ear and answers incoming calls automatically.
It also comes with 'Guest Mode', in which you can lend the device to a friend, 'QuickRemote' for operating your (preferably LG) TV and Text Link, which guesses what you want to do with bits of text.
READ MORE: Full LG G2 Press Release