It took a forthright Aussie sheila to finally call out the red carpet sexism that is rife at this time of year.
The hoops through which women are expected to jump include a podium that spins for a 360 view of their frocks and the mani-cam for close-ups of the artwork on their nails.
Cate Blanchett called time on such malarkey at the Screen Actors' Guild awards about a particularly objectifying up-and-down camera shot. She asked of the camera operator, the entertainment news channel and the world if men were subject to the same treatment.
Fair point Cate, but it could be asked - what took you so long? And as a follow-up, it's the nature of the business isn't it?
She wasn't alone in pointing out the ridiculous lengths actresses are supposed to stoop to - fellow award season winner Elizabeth Moss playfully gave the lens the fingers when she was directed to put her manicured digits in the camera tube.