In the gaming industry, no company is cooler than Rockstar Games, who has proven it yet again with a couple of supremely basic tweets teasing Red Dead Redemption 2.
The studio behind the Grand Theft Auto franchise has long been begged to follow up its 2010 cowboy game Red Dead Redemption - widely regarded as one of the greatest games ever made.
Now they've finally responded to the cries of their fans, in true Rockstar fashion.
They didn't spend millions on a ridiculously lavish E3 presentation or a marketing campaign born out of several think-tank meetings. No, that's the way of the other big gaming studios.
They simply tweeted an image of their logo and changed the background to red.
That initial tweet was published at 2pm on a Sunday in the studio's UK timezone - hardly an ideal time for maximum publicity impact.
It quickly racked up more than 100,000 retweets and spawned countless news articles, before they sent a tweet with slightly more detail than a base colour 24 hours later.
The second tweet is an image with the same red, and an image of seven figures in front of a Western sunset.
It too raced to over 100,000 retweets and spawned yet more news articles - including this one.
Coming with no extra information means the tweet could just mean an HD remake of the original Red Dead Redemption, or a prequel, or anything related to the franchise.
Whatever the case, Rockstar will release information whenever they want, however they want, flying in the face of conventional industry wisdom
For now, fans are thrilled with the 'announcement' and girding their loins for whenever more details arrive... and killing time parodying the teases so far with hilarious photoshops: