There's a dirty great big hole in bottom of Microsoft's PR office bucket.
Back in August a series of images of new Lumia handsets were tweeted with merry abandon - including the luxurious new Lumia 950.
And now, shortly before its expected announcement on October 6, another Lumia Windows smartphone has emerged with little fanfare.
Prime Twitter leaker Evan Blass has a new snap of the entry-level Lumia 550.
Said to shift a pocket-friendly 4.7-inch screen, the 550 might benefit from new technologies including a fast-charging USB Type-C port and nimble Qualcomm Snapdragon 210 chip.
We'll let you know as soon as Microsoft provides more details.
Or when the leak on the internet - whichever comes first.