Now that Prince Harry is single and available again, having broken up with socialite girlfriend Cressida Bonas last month, 12 girls will do what it takes to win his heart.
Or at least, they think they are vying for his attention in Fox's latest reality dating TV show, I Wanna Marry "Harry", which premiered on Tuesday in the US.
Think The Bachelor meets Joe Millionaire, except, unfortunately, the prize of the game is not the real Prince Harry.
Instead, it stars an uncanny look-alike by the name of Matthew Hicks, a British commoner with no royal antecedents to speak of.
And here is the twist - the women have no clue about this and are under the impression that they are getting cosy with the real deal.
It sounds like a nightmare, but for these American women, it is a dream being dangled in front of them. Plenty of luxury dates and steamy make-out sessions with "Prince Harry" and a stay in a picturesque English castle is a package that is hard to resist.
Hicks, 25, feels he has his role cut out for him.
"It was a bit of a running joke among my university mates. But after graduating, I travelled to Asia and I had people stopping me in the street and having photos taken. It was hilarious," a recent Telegraph report quoted him as saying.
Hicks earns extra cash by appearing at gigs and promotional events as his famous doppelganger.
The reality show may sound like a cruel prank, but Hicks insists it is in the name of fun.
He said in the same Telegraph report: "As it went on, I did feel bad because I got to like the girls more and more."
But he added: "I think anyone who is questioning the ethics of the show is just taking it far too seriously. It's a reality TV show, it's a bit of fun. Yeah, we got emotionally invested in it, but you know, it was a very short process and everyone signed up and sort of knew what they were in for."
"It was all just an absolute barrel of laughs for six weeks. Hopefully, no one's emotionally scarred from it all."
REAL HARRY V FAKE HARRY
Prince Henry Charles Albert David
Ginger, although he was recently quoted asking if his hair looked "blond"
PLACE OF BIRTH AND HOME
Born in London and calls Kensington Palace home
His parents are Prince Charles and Lady Diana and his grandmother is Queen Elizabeth II. His elder brother Prince William is married to Kate Middleton and they have a nine-month-old son, Prince George.
Completed his education at Eton College and was commissioned as an officer in the prestigious Royal Military Academy Sandhurst.
Holds the rank of captain in the British Army and took up a desk job earlier this year coordinating army commemorative events. Before this, he was attached to the Army Air Corps as a helicopter pilot.
Reports vary, but his net worth is apparently S$50 million - at least.