We're partial to a computer game here at Autoblog UK. In an office staffed exclusively by young men, you can guarantee that someone somewhere will be spending their evening picking off Nazi troopers on D-Day or setting sector records on the Nurburgring Nordschleife.
But even with our devotion to the Playstation generation ethos and a natural predilection for all things automotive, we're not entirely convinced by the need for something like the Jeep Wrangler Call of Duty: Black Ops Edition.
Yep, that's right, Jeep has teamed up with Activision Publishing to produce what must surely be the most expensive product tie-in ever; a limited edition Wrangler complete with a blacked-out exterior, 32-inch off-road tyres and Call of Duty: Black Ops graphics.
The car hits US dealerships next month with prices starting at $30,625 (£19,498) for a two-door model. That certainly seems like a lot to register your admiration for a game that costs $60 (£38).
Fortunately, you're not likely to see the Wrangler on these shores, so this is the sort of thing we can gently mock from the sensible side of the pond. Once we've tightened up our Call of Duty World at War belt buckle that is.