Wimbledon coverage is being broadcast in 3D for the very first time this weekend and Comet is showing the matches live in some of its stores for those who don't own a 3D TV.... yet.
And to highlight the fact, the retailer employed the talents of The Only Way is Essex star Amy Childs, who claims to love the sport as she was a ping pong champion at the age of 13.
The matches mark the BBC's first foray into 3D broadcasting, and will be shown in participating Comet stores nationwide on Sony 3D Bravia sets, which customers can all huddle around. Although, as active rather than passive screens, Pocket-lint wonders whether there'll be enough glasses to go around if Andy Murray makes it through to Sunday's final.
That won't bother Childs though, she's a fan of 3D tennis no matter the players involved: "I love Wimbledon and on the 3D TV it feels like you are actually there - the ball really comes out at you.”
Oh how we've had to restrain ourselves from further comment...
A list of participating stores is available at comet.co.uk/wimbledon.
Will you be watching Wimbledon in 3D? Let us know your thoughts in the comments below...