Another show rebrand, another pretty impressive attempt by WWE to occupy the majority of the waking moments of the sports entertainment juggernaut's devoted followers.
Following on from Sunday's strong Battleground offering and Monday's gripping Raw, SmackDown made a convincing bid for even more fans' attention - but surely over eight hours of new programming (not including original WWE Network or digital content) across three days is just too much, isn't it?
The answer, of course, is yes. That's a heavy viewing schedule for productive members of society aiming to leave the house occasionally and, in future weeks featuring a pay-per-view/special event, could see WWE fans in the UK staying up past 4am every night on Sundays, Mondays and Tuesdays.
Even Vince McMahon might privately concede that fans over here are more than putting a shift in by continuing to invest more of their time into his vision of a glossy beefcake circus. But as the market leader in an offbeat cultural niche, WWE are probably best served in consolidating and deepening that engagement with its fervent, global audience rather than shoring up metrics like TV ratings that do not fully represent the scope of WWE's multi-platform consumers.
Not that TV ratings don't matter - WWE programming continues to be among the USA Network's best performers in a prevailing media climate where television's dominant grip is loosening. And they will certainly matter to an extent when it comes to contract renegotiations. But ratings don't matter to WWE fans in the UK - fitting in a couple of hours kip between the end credits and real life is far more important.
And so, for SmackDown Live to pass muster over this side of the pond, WWE is going to need to come up with a lot more than Kane, Miz TV, and The Ascension ... even if Konnor and Viktor become the unlikely focus for a seismic shift in storytelling, presentation and characterisation.
Until then, we shall have to do with some snazzy crane filming effects and a renewed push for Dolph Ziggler - very peak SmackDown 2009.
Daniel Bryan remains an infectiously upbeat presence in his authority figure pairing with Shane McMahon and - as on Raw the previous night - neither the general manager nor commissioner hung around for too long, placing welcome emphasis on the ring stars.
After his excellent input as a commentator for the Cruiserweight Classic, D-Bry would no doubt prove a boon to SmackDown's announcing line-up, too. But the goodwill Bryan receives from fans should not be stretched too far, especially on a smaller roster creative will have to spin plates with to keep fresh.
John Cena's mid-term storyline future looks set to continue down the path he started on last year before being interrupted by reality show and movie filming schedules, as well as injuries: transitioning from the top guy to the veteran top guy who is still a top guy but not the top guy. This role may not see him eating all that more pinfalls, but the camera may not linger on him as it once may.
And as with his efforts in the number one contender's six-pack challenge, Cena knows exactly how to draw the focus and when to let the spotlight shine on someone else to ensure everybody is brought to the fore.
It is that passing of the baton from headlining talents Bryan and Cena, anchoring a less-populated SmackDown, that will ensure the newer stars retain eyeballs. And keep ones in the UK from drifting off. A very promising start.