"Apple or Samsung. Or maybe Motorola? Definitely not a Windows Phone..."
This is the usual internal monologue that accompanies the tech-flavoured ceremony that is the phone upgrade - an irksome choice between indecipherable numbers (how big exactly is a 3100 mAh battery?) and preferred apps.
OnePlus, a mobile phone maker you've probably never heard of, has just made the choice even harder.
The first OnePlus handset was launched back in 2014 under the motto 'Never Settle': big specs, an Android OS, a big shiny screen and a low price, it was an interesting alternative that few had expected. The new model, OnePlus 2, is more of the same.
It's got everything you'd find on the 'flagship' models like the iPhone 6 and Galaxy S6: a quick processor, 13 megapixel camera, 5.5-inch full HD display and finger print scanner. There are some neat extras the Apple and Samsung models don't boast, like dual SIM card slots, interchangeable covers and 4K video recording. In essence, it's quick, it's powerful and it makes phone calls.
But the only number worth bothering about with the OnePlus 2 is the price: £239.
That's £380 less than the iPhone 6 Plus, for a comparable set of stats.
Now, here's hoping they start making three bedroom houses with an equally competitive value...