There's a voyeuristic intrigue to the launch of a new Rolls-Royce.
For many, it's about as far as they'll get from a realistic ownership proposition as possible.
But just as celebrity reality TV shows remain popular - small windows into the lives of those with wealth, fame, and other aspirational attributes - a Rolls-Royce shows us what we could be driving, if only circumstances were different.
The new Wraith, claims the company, will be the most dynamic and powerful in the company's history.
Those are strong words from a company which has always described its power outputs as "adequate", while installing nothing so uncouth as a tachometer on the dashboard, rather a "power reserve gauge". The company has revised this description - the new model's power might quietly be described as "more than ample".
That it will be one of the most finely crafted vehicles on the roads is not in doubt. The Ghost and Phantom are works of structural art.
Unlike those cars, the Wraith will be a fastback. Teaser images show a profile that appears to be in motion while standing still, with a high metal to glass ratio. A large coach door will no doubt make entry and egress an elegant process.
From the side, it has a luxury speedboat aura, but Rolls-Royce says the interior will be more like that of a luxury yacht.
The hand-finished interior will be a symphony in wood, leather and carefully-chosen metals, though only a few details - a door panel, the aviation-inspired clock - have been revealed so far.
Priced from: If you have to ask, you can't afford it...
Available from: Not yet announced