Another year, another series of X Factor, another plucky youngster turned pop star a dead cert to be Christmas number one, right?
Well, actually, this year maybe not, as a campaign to get internet users everywhere to buy Rage Against the Machine's Killing in the Name Of instead gathers apace, with hundreds of thousands of supporters on Facebook.
Now, bookmakers have now slashed the odds of RATM being Xmas no. from 100-1 to 3-1 and Hitwise reports the two are neck and neck in terms of interest on the net.
Word is that Amazon reports Joe ahead in this week's sales, but there's still everything to play for. Feel free to get on there and cast your vote!
Personally, I'm hoping the Ragers nab it - but even if they don't it's definitely another nail in the coffin for any dreams marketers once had of a passive, accepting "consumer."
I mean, there's no doubt that Simon Cowell is an incredible marketer, but whether it's the double talk over Jedward, the sensationalism in the papers or just his over-polished exterior, he seems to be getting more and more complacent by the year - blythly expecting people to fall for the same old routines time and time again.
Now at least some of the public are realising they don't have to swallow the hype. In fact, thanks to the power of the internet, they can create their own - and spit it right back in his face.