Big Brother 2016 will be a 'brand new game' this year, it's been confirmed.
Although what precisely that means isn't at all clear.
Last night saw Channel 5 release a brand new eye logo for the upcoming series along with a tiny, three second teaser video of the eye shattering.
However no more information about the show, from any theme to the start date or format changes, have been announced.
There's been flurry of speculation that the two-tone eye could represent a splitting of the house or a divide among the housemates.
The smashing has also been suggested to show that Big Brother this year will be breaking all the rules.
Or, of course, it could just be a logo and have no reflection on the series.
Naturally, Bit On The Side's Rylan Clark-Neal was grilled on the matter when appearing on This Morning earlier today.
While saying he had been "gagged" by show bosses, Rylan did promise a completely new show, saying him and Emma Willis were essentially starting new jobs.
He teased: “It’s a brand new game, a brand new game this summer.”
Rylan's comments have been taken to mean that the whole Big Brother format could see a shake up, perhaps following the US or Canada setups where the public have less say and the game is far more tactical.
Speaking earlier this year, Rylan claimed that this year's contestants will definitely have to rethink any plans they've made.
“People know what Big Brother is now, the contestants know what to expect," the former Celebrity Brother champ explained. "This year they won’t, because we’re doing something brand new which they haven’t even thought about!”
Whatever Big Brother has up his sleeve, we can't wait!