UPDATE 5.15pm: Episode one is now on Neon, Sky says.
The final season of Game of Thrones kicked off at 1pm on Sky TV's Soho channel, as scheduled (the 1pm screening is a simulcast with HBO in the US, where it's Sunday night; they'll be a repeat screening at 8.30pm).
But while Soho viewers were enjoying GoT fresh off the satellite, subscribers to Sky's on-demand streaming service Neon were left scratching their heads.
Where was GoT, and when will hit Neon?, they have been asking on Twitter
Like winter, it's coming - but no one seems to know exactly when.