It's pulverised Potter, it's demolished Dan Brown, and as we discovered this week, it's hammered the Highway Code - 50 Shades Of Grey is selling so fast it is now the most popular book in the UK ever.
But now that it's conquered the book charts, where can EL James' juggernaut go next? As the sales figures clock up, we're going to need new ways of measuring the success of a novel that before long will wipe out the rain forests and hasten mankind's relocation to Mars.
To this end we've rounded up 50 other things 50 Shades Of Grey is (probably) going to outsell eventually - if it hasn't already, of course...
50 Things 50 Shades Is (Probably) Out Selling
1. The Highway Code(01 of50)
We're sorry to rub this in, but the world's most boring book just got a decidedly raunchier competitor in the best selling stakes. Unfortunately, there's no promises a copy of Shades will help you pass your theory test. (credit:Flickr: psd)
2. Stamps(02 of50)
If Shades is encouraging anything, it's not the ancient and romantic art of writing love letters. Especially not after the recent price hike. (credit:Flickr: jurvetson)
3. Dressing Gowns(03 of50)
Move over, Hugh Hefner, your silky loungewear is no longer the epitome of male sex appeal. (credit:Flickr: Pop Culture Geek)
4. Chest Wigs(04 of50)
See previous.IMAGE:Flickr.com/drinksmachine
5. Supermarket dinner for two for £10(05 of50)
They may be convenient, but they're a bit more M&S then S&M, sadly. (credit:Flickr: aliwest44)
6. Tickets to the Rocky Horror Show(06 of50)
You still thought this was risque? Oh... (credit:Flickr: Epiclectic)
7. Snowglobes(07 of50)
Never the classiest form of souvenir. (credit:Flickr: Britanglishman)
8. Hot water bottle(08 of50)
Especially not when hidden inside a cuddly animal cover. (credit:Flickr: Esther Gibbons)
9. Typewriters(09 of50)
These belong in the whole Moulin Rouge genre of raunch. Next. (credit:Flickr: xlibber)
10. The Atkins Diet(10 of50)
Bit of a cheat, really, as sales of these have been declining since the mid-noughties. (credit:MediaWiki: Palosirkka)
11. Bottles of cough medicine(11 of50)
It's summer. (credit:Flickr: Wystan)
12. Scarves(12 of50)
Apart from the types needed to tie up lovers with. (credit:Flickr: poodlemama9)
13. Watches(13 of50)
Most people use their phone to tell the time with now, right? (credit:MediaWiki: Autopilot)
14. Pugs(14 of50)
Yes, they're a very fashionable dog right now, but they're far more demanding than your average best-selling paperback.IMAGE:Flickr.com/0¢
15. Elton John records(15 of50)
Is he even producing them any more?! A fall from grace from the bespectacled wonder.IMAGE:Flickr.com/Epiclectic
16. Bicycle pumps(16 of50)
Granted, the olympics are in full swing. But any DIY sex toy involving one of these is going to end up with a trip to A&E.IMAGE:Flickr.com/ Johnsen Frameworks
17. Elastic bands(17 of50)
The most domestic form of rubber good. Up there with...IMAGE:Flickr.com/ Johnsen Frameworks
18. Plugs(18 of50)
Of the drain-blocking variety. Not to be confused with number 14. Also in the rubber line...IMAGE:Flickr.com/Robynlou8
19. Swimming hats(19 of50)
Sexy, but not necessarily part of your beach look this year. IMAGE:Flickr.com/Laurie Pink
20. The Da Vinci Code(20 of50)
2003 called, it wants its best seller back.
21. Pencils (21 of50)
With thousands of copies of Shades littering public transport, there's no wood left for these useful scribing tools.IMAGE:Flickr.com/hownowdesign
22. Big Macs(22 of50)
Tasty. But gherkins = halitosis. (credit:MediaWiki: Evan-Amos)
23. Copies of Wet Wet Wet's "Love Is All Around" (23 of50)
You're still using this as a seduction technique? Awkward.
24. Condoms(24 of50)
The irony of Shades is that the book's so addictive that the prospect of having actual sex is just a tad, well, distracting. (credit:MediaWiki: File Upload Bot (Magnus Manske))
25. All of the items in the book combined (25 of50)
Sure, you're happy enough to go and read about the whips and the chains and the other clunky bedroom accessories - but going to the extent to buy them? Meh. (credit:MediaWiki: Handcuffed)
26. Wedding rings (26 of50)
It's fair to say that any Shades reader is somewhat more intimidating marriage material now. Let's not get started on the white dress. (credit:MediaWiki: Electron)
27. Newspapers(27 of50)
Say what? All those stories about Shades are getting dull? You'd rather read the actual book? (credit:MediaWiki: Apdency)
29. The Crazy Frog ringtone(28 of50)
Thank god one dreadful best seller has killed another. (credit:MediaWiki: Hill)
28. Jilly Cooper's Riders(29 of50)
Yes, we are in floods of tears about this. No, Shades will never fill the Cooper-shaped hole in our heart.
30. Dusters(30 of50)
Bored housewives have far better things to do with their time now. (credit:MediaWiki: Stefan4)
31. Tickets to the Olympic stadium(31 of50)
Despite being the equivalent of event gold dust at the moment, the amount sucked up by corporate sponsors has meant that Shades is a far more egalitarian option. (credit:MediaWiki: Slick)
32. Spice Girls posters(32 of50)
Although we're hoping that Shades isn't taking the equivalent place on young girls' walls. (credit:MediaWiki: File Upload Bot (Magnus Manske))
33. Razors(33 of50)
Female body hair is in, if you hadn't heard. Plus, much like point 24 states, women have far better things to do right now. (credit:MediaWiki: Karam.Anthony.K)
34. Lady Chatterly's Lover(34 of50)
It may be the thinking gal's Shades, but we can't believe copies are flying off the shelves.
35. Mansions(35 of50)
We're in the middle of a recession, don't you know? (credit:MediaWiki: Mansionevents)
36. Bunting(36 of50)
*Yawn* The Jubilee is so three months ago. (credit:MediaWiki: Jza84)
37. Pegs(37 of50)
Sexy instruments of mild torture are far more...shiny, these days. (credit:MediaWiki: Flickr upload bot)
38. Lunchboxes(38 of50)
Most people buy lunch out now, right? Secondly, after Shades, there are less coy ways of referring to a man's package. (credit:MediaWiki: FlickreviewR)
39. Coathangers(39 of50)
Oh yes, because steamy sexual encounters are made by neatly hanging up one's clothes. (credit:MediaWiki: GeographBot)
40. CKOne(40 of50)
It's unlikely Christian and Anastasia have a shower and share his'n'hers perfume after a romp.
41. Kettle Chips(41 of50)
Once the ultimate in middle-class wooing snack. Now the harbinger of bad breath. (credit:MediaWiki: Evan-Amos)
42. Wills and Kate mugs(42 of50)
We literally shudder to think of either of them practising any of that. (credit:Flickr: celesteh)
43. Sunglasses(43 of50)
Have you been outside during the last three months at all?! (credit:MediaWiki: File Upload Bot (Magnus Manske))
44. Chicken Kievs(44 of50)
We gather that breaded garlicky poultry has declined in popularity. (credit:MediaWiki: Liftarn)
45. Novelty ties(45 of50)
See the book cover. (credit:Flickr: Annie Mole)
46. One Day(46 of50)
Ok, well, you probably should read this if you haven't yet, but do it in a hovel somewhere. Don't bring it up in conversation for fear of derision and mild mocking.
47. Jim Sturgess(47 of50)
OK - there is only one of him. But in terms of fantasy fodder, even a million of him wouldn't challenge Christian Grey. (credit:MediaWiki: Nehrams2020)
48. Tripe(48 of50)
We're guessing it hasn't been all that popular for a while. (credit:MediaWiki: Flickr upload bot)
49. Cosmo magazine(49 of50)
Ridiculous as the sex tips offered in Shades are, people are still more likely to try them than those advised in this publication.
50. Cupcakes(50 of50)
If we are to be grateful to this publication for anything, it is for the death of twee. (credit:MediaWiki: Palosirkka)