That rustling sound you can hear is the noise of several thousand internet users folding together their first Google Cardboard headset.
The cause? Taking advantage of Pornhub's newly launched free virtual reality channel - a move that could be key to the uptake of VR headsets.
New technology has often employed the charms of the adult entertainment industry to secure a footing in the homes (and bedrooms) of customers: the early adoption of VHS tapes by pornography makers was a key moment in cementing the fledgling format, while the victory of Blu Ray over HD DVD was seen by many analysts to be down to the backing of the porn industry. You can add webcams, digital cameras and video streaming to the list of tech and services all aided by humanity's interest in naked people.
"The future is now people!" declares Pornhub in a blog post explaining the launch. It goes a touch NSFW after that.
"Ever thought, 'hmm I wish I could experience this porn scene with my own dick'? I know I sure have! NEVER FEAR, PORNHUB IS HERE! We are so excited to announce that we have officially launched our very own Virtual Reality category! As a part of an awesome sponsored_longform with our friends over at BaDoinkVR, we are the first free porn site to launch this category that gives you full access to virtual 360 degree content."
The TV advert for the launch continues in suitable tongue-in-cheek fashion.
You'll be able to access VR videos via iPhones and Android phones in VR headsets, or via Oculus Rift.
The future is here, and it's weird.
