As I write this Greg Norman is at the top of The Open leader board. He's also the hot topic in the gossip columns, accompanied by his new wife Chris Evert in Southport. No-one cares about the footballers, wags and Hollyoaks c-listers popping up in the seaside town - this is a Norman conquest for our times.
What's weird about that? Norman's a hugely talented golfer and, to quote The Daily Mail, "Chris Evert shows off her HUGE wedding ring" - so it's the usual combination of celebrity sportsman, blonde partner and bling. Except they're both 53.
Hold that thought a moment, and let me draw your attention to Helen Mirren. If you haven't seen that bikini pic yet and you're a female under the age of 60, prepare to be shamed: http://tinyurl.com/5fa695
She looks incredible, natural, healthy and happy - take note Posh.
I don't know what's more refreshing about this sexy senior phenomenon - the fact that their achievements are down to actual talent, rather than having chosen the right plastic surgeon, or that our admiration is genuine. I mean compare Mirren to Madonna - who would you rather look like?
Yes, you have to admit Madonna's body defies gravity, she can certainly still contort into any yoga position you care to name, and she's worked damn hard for it. Good on her. And that's how we patronisingly respond to showbiz oldies who are still out there: "Good on her, she looks great for her age."
This week it's different though, this isn't about congratulating OAPs for not being dead yet - this about actual, bona fide envy. Mirren and Norman aren't doing great for their age - they're just doing great full stop.
I looked at that Mirren pic and felt the same way I do when I see Scarlett Johansson on the red carpet or Kelly Brook frollicking about in her bikini.
As for Norman - he's pulling out all the shots in Southport and even if he doesn't win it, he'll have put on a damn good show at "brutal Birkdale" in what has been one of the windiest Open events in history.