You've probably seen the ads, and you've probably wondered what it is, but 'Sky Q' is the latest attempt to reimagine the Sky digital subscription service, just as you'd gotten comfortable with Sky HD.
Since it was shown off three months ago, we had been wondering when we would see the mysterious Sky Q box start to roll out but considering that 'preferred customers' like David Beckham are now receiving there's, we can assume that it will be soon.
So what is it?
It's essentially Sky's answer to Netflix, giving the user a more customisable and 'swipey' experience, for lack of a better term.
The BBC asked some very interesting questions at the product's launch a few months back, and in doing so revealed that it's not as groundbreaking as you're going to be told it is:
But what is Sky Q besides a flashy new 'touch' remote and a bunch of new boxes?
Not much, clearly.
In fairness, the idea of being able to use your Sky box from room to room is very promising, and will be a problem solver for many homes, but we'll wait and see what it's going to cost and how smoothly it operates before passing judgement.
Oh, and why does David Beckham have it already? Because he's David Beckham. He's got a cool 20 odd million followers on Instagram alone and they'll all be wondering what this cool looking device is. That's good marketing right there.
