Toshiba has kicked off its CES announcements by unveiling the world's thinnest tablet, the Exite X10.
The 10.1-inch device measures up at just 7.7mm, compared to the iPad's 8.6mm frame, and the Asus Eee Pad Transformer Prime which it edges out by a mere 0.6mm.
The Excite X10, which packs a 1280x800 resolution, Gorilla Glass coated display is also lighter than the iPad 2 at a feather-esque 535g.
Beyond the thin and light boasts, which haven't exactly been a barometer for quality in recent times, the Excite X10 will have Android 4.0 Ice Cream Sandwich on-board and a TI OMAP 4420 1.2GHz dual-core processor.
There's front and rear-facing cameras with a 2-megapixel snapper on the front of the device and a 5-megapixel lens on the rear.
However, Toshiba may have a problem exciting customers with the Excite X10 thanks to an outlandish price-point of $529 (£343) for a 16GB model and $599 (£388) for the 32GB edition.
With a host of cheaper alternatives, including the iPad 2, Kindle Fire and an array of already-discounted tablets, we may not see lines around the block for this one when it goes on sale before the end of the first quarter.