I've been fascinated by online car configurators since they first appeared and became the digital equivalent of poring over a table top of car brochures.
It's no surprise that Rolls-Royce has launched an early colour-and-trim version for the forthcoming Ghost. Manufacturers know that nothing is better than a good configurator at turning 'what if' dreams into 'maybe I could' reality.
There won't be many Ghosts bought on impulse, but I guarantee that Rolls will make a few sales after millionaires have spent a happy half-hour working out their ideal spec.
But configurators also speak to the inner geek like almost nothing else, offering a chance not only to see how the optional alloys look, but also to engage in a mind-bending exploration of the further reaches of vast modern equipment lists.
Did you know that BMW charges £330 if you want to specify your 3-series saloon with split/folding rear seats?
Then there's the configurator equivalent of looking up rude words in a dictionary - discovering just how much it would cost to tick every box and to put every extra onto a car.