After revealing the One M9 and the Grip fitness band (yes, that's a thing too), the Taiwanese tech giant blew our collective minds by revealing the Vive - an honest-to-goodness virtual reality headset created in collaboration with Valve.
That's right. Valve. It came out of nowhere, and it's safe to say that this is Big News. It's also safe to assume that this is the SteamVR headset teased by Valve last week.
Unlike the Samsung Gear VR and other 'shell' headsets, the Vive is a proper VR affair and plugs straight into a PC for full-powered gaming goodness. Just like the current market leader, the Oculus Rift.
And we haven't even got to the best part yet - the Vive can actually support whole room environments. That means that you can walk around virtual objects in full, unrestricted 360 degrees 3D. And if that wasn't enough, it's also got hand tracking.
We have no clue at this early stage how any of this works, but if HTC and Valve can actually deliver, then there's a chance that the Rift (and all other VR headsets) could be dead on arrival.
Better yet, HTC tells us that the Vive will be out later this year! We're hoping to get a hands-on with the mysterious VR headset soon, and we cannot wait.
Well done HTC, you've started things off with a tremendous bang.