This is the year of the Naked Music Video.
No fewer than half-a-dozen major pop acts have released videos with either full nudity or boobs, with more to come.
Instead of writing an obituary for the music video, which was in danger of dying out thanks to MTV's focus on trashy reality TV, we are spilling ink on pop stars so desperate for a viral hit that they are bringing out the, um, big guns.
And those guns are not wearing bras, or even pasties.
Gone are the days when our mainstream acts teased with peek-a-boo nudity, like Britney Spears wearing just diamonds in her Toxic music video or Katy Perry covering up her bits with candy clouds in her California Gurls music video.
Now, all manner of boobs are a dime a dozen, be it a pop star's own or those on a bevy of hot video girls.
It's all a bit... meh.
That's right, I'm not here to wring my hands and usher anyone to their chosen spiritual adviser in anticipation of a sped-up apocalypse, thanks to our clearly declining morals.