Earlier today, Nike well and truly kicked off Back to the Future Day - you know, the same day Marty travels to in the second film - by hinting at the release of those self-tying laces.
And to show that the celebrations are also raging on these shores, South West Trains have got in on the act…
OK, they haven't gone so far as to develop a fleet of flying locomotives a la Back to the Future Part III - UK rail networks aren’t quite at the level of plutonium-charged carriages, we’ll leave those to Japan - but still, the service has paid tribute to the films in a more subtle, and utterly British way.
Snapped by some eagle-eyed commuters, and headed with both the dates 26 October 1985 and 26 October 2015, the main screens of some London train station concourses featured the lines “Today Doc + Marty made history…”, doubtlessly causing a few double takes.
Not done there, South West even managed to fit another reference towards the bottom of the digital screens, matter-of-factly reminding users that “hoverboards + time travel are not permitted on the station concourse, at any time”. Jobsworths.
Habitually awash with apologies for delays in the service, there's something apt about a UK rail network’s Twitter feed promoting the benefits of time travel.
Which is an irony we're sure won't have been lost on its customers.