Following retailer Phones 4U's vow that the gold device will be available in a few weeks, Carphone Warehouse has gone one better by promising delivery of the handset on April 7.
Of course, HTC offered a rare treat for expectant users on Tuesday by making the 'gunmetal grey' and silver devices available immediately following the launch event.
Why the gold version is lagging behind is anyone's guess, but perhaps it's to give inner-city teenagers a couple more weeks to save their pocket money?
It's gold M8, yeah?
The HTC One M8 is the sequel device to 2013's critically acclaimed, but commercially unsuccessful HTC One handset.
Aside from the addition of the curious M8 monicker, the refreshed device brings a dual real camera, allowing for refocusing of photos after the fact, and an improved casing that's now 90 per cent aluminium.
It also features an updated version of HTC Sense, much improved battery life and the new Qualcomm Snapdragon 801 quad-core processor at its heart.
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