There is something very funny happening to men in their 30s, 40s and maybe even their 50s around the world.
Thousands and thousands are turning into seven-year-olds as they watch the trailers for the new Star Wars movie, starring Mark Hamill and Carrie Fisher, among others.
A friend of mine cannot contain himself. When he watched the most recent teaser, in which Harrison Ford and that hairy fella turn up at the end, he almost burst into tears. He's bloody 45!
I remember the movies and I loved them. Apart from the characters and the stories, what really sticks in my mind are the sounds.
Whether it was C3PO's voice, Chewbacca's roar, the space crafts whizzing through space, Darth Vadar's breathing or the magical buzzing noise from the light sabers - the soundscape in the films was unforgettable.
Sound memory, or echoic memory, is stronger than visual memory. Even though we can recall Princess's Leah's funny hair buns, or Alec Guinness' monk-like garb, it's the score of these movies that really evoke the strongest memories for me.
Even the music. That incredible major fifth opening will bring goosebumps to the most cynical of us. For all that though, the films still appeal to men more than women.
I'm not saying that women don't like the Star Wars movies but the films seem to tap into something the young boy loves more so than the young girl.
So be prepared for your husbands, brothers and boyfriends to turn into quivering wrecks over the next few months as Star Wars gossip is drip fed to fans.
It's going to be a long lead-in until the opening notes of the new Star Wars' movie's theme so until then, put in your ear plugs and block out the fan-sound.