Transfer Deadline Day is fast becoming as popular a date in the calendar as Christmas Day. In fact, as it comes round twice a year, rather than a somewhat stingy once, you could even make the argument that Deadline Day is even better than Yuletide.
There will be deals going on until late tonight, but in the meanwhile, let's look at some transfers that have been done and dusted and try to assess how the new boys will do at their new clubs.
David Beckham to Paris St Germain
PSG have booked a press conference for this afternoon and it's for the biggest English arrival in Paris since Marks and Spencer decided to open a branch there.
Yes, soon Victoria will be hanging around the Paris catwalks and David will be swinging in free-kicks that hang in the air for the likes of Zlatan Ibrahimovic to head home.
So why are a club that can buy anyone, picking up a 37-year old on a free transfer? Their manager Carlo Ancelotti is a confirmed fan, having brought Beckham in on loan at AC Milan. Sure, Goldenballs may not start many games at the Parc De Princes, but he will still make an impact from the bench. His passing ability will be vital in helping to see tight games out, while his set-piece delivery could see PSG plunder many a late goal.
There's also the commercial implications. Zlatan is a huge European star, but they don't come any bigger than Brand Beckham. His presence at the club will really lift the profile of Paris St Germain around the world, at a time when the club's owners are intent on building the Parisians into one of the major forces in European football.
Lewis Holtby to Spurs
The recent injury to Sandro forced Tottenham Hotspur into signing Lewis Holtby during this window, rather than waiting until the summer to get him for free.
They are very different players of course, but Holtby is extremely versatile and gives Spurs many extra options in midfield. At Schalke he played as an attacking midfielder, lurking behind a lone striker. Earlier in his career he was employed as a deep-lying playmaker and he's also been used on either flanks.
Holtby made his debut for Tottenham in yeterday's 1-1 draw with Norwich and his energetic presence and crisp passing turned a game that they looked to be about to lose, in Spurs' favour.
It all points to Holtby being an extremely canny signing by Daniel Levy and Andre Villas-Boas. What's more, he also boasts a terrific half-German/half-Scouse accent that makes him sound like Joey Barton after a transfer to the Bundesliga. What's not to like?
Philippe Coutinho to Liverpool
Liverpool have invested a lot of faith in the 20-year old Phillipe Coutinho, investing £8.5m to sign the Brazilian playmaker from Inter Milan.
Coutinho attracted the interest of Liverpool during his time on-loan at Espanyol, where he netted an impressive five goals in 16 games. So what can Liverpool fans expect to see from the youngster?
He has pace to burn and as a two-footed player, causes problems for defenders who have no idea in which direction he will go. Coutinho has an eye for the spectacular, as evidenced by his goals at Espanyol.
Brendan Rodgers has proved that age is no entry-barrier to his first-team, by promoting the likes of the even younger Raheem Sterling this season. Coutinho will get his chance soon enough, but will probably be rotated with some of Liverpool's other young talents, as they try to take the pressure off and give him time to adapt to a new environment.
With players like Coutinho, Sterling and Sturridge, Rodgers is building a young team for the future, built on skill and extreme pace. Anfield could be a pretty special place to watch football over the next few years.
Mario Balotelli to AC Milan
English football journalism's loss is definitely Italian football journalism's gain, as Mario Balotelli leaves Manchester City for AC Milan.
It says much for the impact of Balotelli in the Premier League, that most people are lamenting the loss of Balotelli's amusing antics, rather than his exploits on the pitch.
Balotelli only showed his ability in flashes at City and Milan will hope for more consistency, given their investment. Balotelli will partner the exciting young talent of Stephan El Shaarawy in attack for Milan. He will be one of the biggest names in a team that has seriously declined in recent years and you sense that this might suit his temprement more than the star-studded environments of Manchester City or Inter Milan ever did.
The Italy international is now at the club he's always dreamed of playing for, where he'll be regarded as the main man. There can be no more excues. The time to deliver is now.