"This is the PRIV - it stands for privacy", begins John Cen, CEO of BlackBerry, clutching the company's new smartphone.
"...not privilege?", asks BNN’s Amber Kanwar, a tech journalist asking Cen to take her through the new handset. So far, so awkward.
"It runs Google!" offers Cen - though as to whether he means Android or the Google Chrome browser is unclear, even to him.
"Erm... this is a demo unit... it runs Google and... let me go back to my main screen and..."
That screaming you can hear in the background is BlackBerry's PR team inserting sharp objects into their eyes and ears.
See if you can make it all the way through without smashing your computer screen in sheer awkwardness.
Just wait to the Twitter question.