And so begins the trash-talking, the self-posturing between two of Britain's finest boxers ahead of what is being billed - perhaps a little generously - as the biggest bout in British boxing history.
George Groves and Carl Froch will settle the score in the ring in May, and although it probably won't be the fight promoter Eddie Hearn hopes it will be, it will certainly be a night to savour for boxing fans, and may herald a changing of the guard.
Both fighters' camps are guilty of committing shameless acts of self-glorification in the time since their first fight, but they are boxers after all. It comes with the territory.
They are also supreme athletes, and share a similar desire to beat their man both inside and outside the ring. But for Groves the events of the last few months must seem like a dream come true.
Quite whether he deserves the praise lavished on him in the wake of their first fight is debatable, and frankly unimportant; the real question is whether he can repeat his performance.
If he does it seems likely that he will end the career of a man widely considered one of the country's finest ever fighters.
Froch, on the other hand, has to despatch his significantly younger foe with ease, and no small amount of style, to ensure his legacy is not forever tainted.
For whatever reason 'The Cobra' didn't take Groves seriously enough before their first bout - at least that's the line he's trotted out to excuse his slow start to the last bout, which ended in him being dumped on his backside in the first round. He can't afford a repeat performance.
For 'The Saint,' well, his stock will continue to rise despite having fought fewer than 20 bouts. His real skill lies outside the ring in his ability to get under the skin of his more experienced fellow fighter, and he knows it. Groves has nothing to lose and everything to gain.
His quick hand speed caused Froch problems in the first fight, and is likely to do so again: the Nottingham man is not the quickest of individuals around the ring.
But such is the shear weight of expectation on his shoulders he will have to find a way around it which enables him to stamp his authority on the fight- probably by surrendering the early rounds and taking some punishment on that granite chin of his, before doing what the WBA and IBF World Champion does best: knock his opponent out in the later rounds.
Froch's experience will be key in deciding the outcome of his latest title defence. He will take solace from the memory of his his rite of passage bout against Jermain Taylor.
Taylor, considered the superior fighter at the time despite Froch having been crowned WBC champion in his last outing against Jean Pascal, outclassed him for 11 rounds before taking his foot of the gas in the 12th.
It was a decision which saw the famed American dropped and left counting stars as, with 14 seconds remaining, the referee stepped in, stopped the fight and established The Cobra as a man deserving of the utmost respect.
Groves would do well to remember that, as the trash talking begins.