http://news.bbc.co.uk/1/hi/technology/6482789.stm
As Thursday crossed into Friday, 17-year-old Ritatsu Thomas and the 100 other PlayStation fans crammed into the Virgin Megastore on Oxford Street were jubilant.
And not just because they were the first gamers in the UK to get their hands on Sony's long-awaited games console.
Nor was it due to the fact they had been fuelled on free coffee and Coke for the last 24 hours.
They had just been told they had been rewarded for their patience and loyalty with a free £2,500 high-definition TV on which to play their shiny new console.
Wow!!!