It's the Wii console's second Christmas out and there a strong sense of déjà vu in reports that talk of internet-breaking sales as punters go mental for Nintendo's console.
Amazon apparently sold 1,400 consoles in just ten minutes, when stock was renewed last week. A similar picture is painted at retailers across the country, as the widely sold-out Wii becomes harder to find with every passing day.
The craze has predictably pushed up prices of the console - some are selling on eBay and Amazon (second hand) for over £300. Just as Reggie said would be the case, there just aren't enough consoles for everyone.
It's not that Nintendo isn't making many - on the contrary the company is said to be pumping out 1.8 million units a month. That's not enough to satisfy demand, but retailers are pretty happy about it.
The chief executive of Woolworths, Trevor Bish-Jones, told the Telegraph: "There is a steady flow of Wiis into the country between now and Christmas. It will not be enough to meet all consumer demand but is sufficient for retailers to enjoy good levels of sales in the run-up to Christmas."
We at CVG could only find select shops that still had Wii consoles in stock, and that was because they were bundling the console with fives games (that you probably don't want) for £400. No thanks.