If you're female, between the ages of 25 and 55 and play games on a smartphone or tablet, there's a good chance that you'll have played Candy Crush Saga, an insanely popular game whose beeps and boinks are currently filling the summer air like smoke from a million barbecues.
King, the manufacturer, has recently identified that particular demographic as its most loyal – but more fascinating is how Candy Crush Saga has soared up the app charts despite it being a carbon copy of another hugely successful game, Bejeweled Blitz, albeit tarted up with cartoon characters and cutesy rewards.
Copyright law doesn't stop the principles of one game being used to create another, of course, and that goes some way towards explaining a whole glut of other games currently doing the rounds, such as Candy Pop Saga, Candy Match Crumble and Candy Crusher – but will we ever tire of manoeuvring three objects into a line on a grid?
Is this to be our lot, now, for eternity? Is this perhaps our true quest? The meaning of life?
Oh, man, I really hope not.