Microsoft's E3 Kinetic 'Experience' event, which saw the 360 motion sensor transform from Project Natal to Kinetic was a bizarre spectacle if nothing else. So much so in fact that it warranted the presence of actual (questionable - ed) celebrities.
The launch went all theatrical with a psychedelic dance performance from Cirque Du Soleil, a no fooling, real-life, full sized elephant and, for some reason, a poncho for all who attended.
It was such a spectacle in fact that industry celeb Cliff Bleszinski tweeted, "Nobody has any idea what's going on. 6 game journos on the ground floor, all terrified...Haha this is kind of awesome actually."
Cliff was unfortunately trumped in celebrity status this time, however, by the likes of Jack Osbourne and Nadine Coyle of Girls Aloud, who looked lovely. Nadine that is, not Jack... Although fair play he's looking good these days.
You need pictures don't you? Don't worry there're sitting at the bottom there.
Get all the headlines, opinion and video so far from our Kinetic news round-up and watch out as more is sure to pour in.