The phenomenon of the 'unboxing' video is a feature of modern life which we could really do without.
That said, when they're this well produced - and feature an executive willing to basically pretend to be a ninja to sell his latest device - we'll let them off.
Sony's new official PS4 unboxing ticks all of those, well, boxes.
Take a look above - and get excited, we're just about two weeks away from the UK launch. Whereupon you'll probably act a bit more like the over-excited gamer, also unboxing a PS4, below...
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