The first Nexus One was a true geek device. Sold only through Google directly (apart from a brief flirtation with Vodafone), it never achieved massive sales. But it gave the world the true raw power of Android without the bloatware of other variants. As of January 2010, the ball was well and truly rolling.
We've had several now – and everyone, it seems, had a go: HTC, Samsung, Asus and LG – though strangely, not Motorola, which is now part of Google itself.
A stealth surprise. We'll lay our proverbial cards on the table here from the outset. The Nexus 4 is one of those rare devices.
And whereas LG did have good form when it came to innovation back in the day (who remembers the Chocolate, the Shine – and even the dubious widescreen BL40?), the mojo seemed to have passed.
That's not a dig at the South Koreans – far from it. But just to set the scene to show why we weren't expecting much from the Nexus 4.
The difference is, when we took the Samsung model out of its box this time last year, we thought it was nice. When we took the Nexus 4 out of its box last week, we thought it was beautiful.
The front is all glass in piano black. Extra tough too thanks to the Corning Gorilla Glass 2. Think iPhone 4 territory, but just a little nicer looking (we are aware that is a matter of opinion, iFans!)
Think the glittery kind of jacket that you could see Cilla Black, Joan Rivers or Shirley Bassey in at an awards ceremony, and you catch our drift.
The screen is invisible when off – but when it lights up, you're treated to 4.7-inches of True HD IPS Plus beauty. That's 768 x 1280 pixels with a pixel density of 318. It is razor sharp – blowing Retina out of the water and we'll venture it is one of the best we've seen on a handset.
It exudes a clarity that has to be seen to be believed. Colours look beautiful, icons and text are razor sharp and everything floats perfectly.
We find it hard to see how this could be beaten. When you're looking at icons on a black background (like in the app drawer), you can't even see the black, if that makes sense. It is so deep, that icons just float. Beneath the screen, in the centre, but hidden until needed, lies a pulsating notification light.
Round the edges, you'll find the usual adornments. A 3.5mm headphone jack on top, volume rocker and micro SIM tray on the left, micro USB port plus a few dubious screws on the bottom, and a perfectly placed lock/unlock/power button on the upper right hand side.
It's just in that sweet spot where it's easy to press with the thumb if you're right handed and not impossible if you're a leftie.
Yes, we know that ever since the Nexus S, expandable memory is out. Google's said that it doesn't offer it because it's confusing. But for those with lots of content who can't or don't want to stream, it's a real pain. We don't quite buy Google's argument.
As for the innards, LG has cut no corners here. Make no mistake, this is a premium handset. DC-HSDPA, the very latest iteration of Jelly Bean 4.2, a Qualcomm Snapdragon chipset, quad-core 1.5GHz processor, A-GPS with GLONASS, NFC and so forth.
And while last year's Galaxy Nexus will leave your wallet £299 (around $477/AU$458) lighter, this brand new model, the Nexus 4 is priced – almost unbelievably – at £239 ($299/AU$349) for the 8GB version and £279 ($349/AU$480) for 16GB. Yes, the newer Nexus is cheaper than the year old Nexus. Word!
We can't overestimate just how revolutionary this is and it leaves us open-mouthed at how Google is doing this. Either it's selling the Nexus 4 at a loss – or the mark-up on handsets is now shown up as being ridiculously high. Whichever it is, it means the Nexus 4 has a distinct advantage over the competition.
Most people with sense (and a bit of spare cash) will buy the Nexus sim-free and get themselves a cheap as chips sim-only plan.
But anyway, with an early November release, that means there'll still be plenty of networks marketing this heavily pre-Christmas once that month-long deal with O2 expires. And we can see the Nexus 4 being on a lot of Christmas lists.