Some big announcements from F1's most active new boys Virgin Racing and Lotus F1 have set tongues wagging recently - but what are they really bringing to the table?
While USF1 and Campos Meta continued to get on with things quietly, the other two newcomers saw a big fanfare of publicity with team launches, new logos and driver line-up announcements this week, coupled with a range of promises, hopes and warnings.
The Lotus line-up of Jarno Trulli and Heikki Kovalainen shows they are taking things very seriously - two race winners is more, even, than world champions Brawn GP will have in their team - while Virgin's duo of Timo Glock (Trulli's old team-mate) and rookie Lucas di Grassi is perhaps slightly more daring but has similar potential.
Despite the encouraging line-ups, however, there was a cautionary steer.
"We have a lot to achieve in a short space of time," warned Lotus boss Tony Fernandes at his team's launch.
"We can go all the way," exclaimed Virgin boss Sir Richard Branson (pictured) at theirs, before adding: "It might take a while to get there."
But are the new teams right to expect such a daunting challenge?
When the FIA announced the names of the new teams they did so with the promise of budget cuts, but then those strict enforcements were changed to a "resource restriction agreement" which apparently aims to return expenditure to the levels of the early 1990s.
Virgin proudly stated they are running to a budget of £40m in 2010, claiming that to be the lowest of any team, and Lotus are unlikely to be working on much more than that. But few of the leading teams will be willingly reducing budgets to anywhere near that level if it can be avoided.
World champions Brawn GP ran on "limited budget" in 2009 but it's hard to imagine they won the title on anything close to £40m, and with Mercedes' arrival the money pot is unlikely to go down.
Ferrari, too, are unlikely to throttle back on spending, while McLaren may have lost Mercedes' finances but should have good backing to run on a reasonable budget, and Red Bull have plunged so much into motorsport it would be odd to reel back as they sit on the cusp of success.
As for the rest of the grid, though, much has changed and many could be forced to reel in spending. Renault's financial take-over has made them virtually a privateer team and the same is true of Sauber's BMW buy-out, so both are likely to be reducing budgets and both will have been developing their new cars with minimal budget while the issues of their previous owners were sorted out.
Furthermore, Toro Rosso and Force India have always been run cheaply and Williams are also likely to be going through frugal times.
That could mean the new teams - especially, by all accounts, Lotus and Virgin - do actually have a chance to break out beyond the back of the grid.
But in truth, grid position and race finishes are likely to matter little for Lotus boss Fernandes and Virgin chief Branson, who both joined F1 with marketing and promotion a high priority and are likely to be putting a significant proportion of their budget into that area.
Unless Mike Gascoigne performs miracles for Lotus or Nick Wirth's virtual Virgin design comes up trumps, they will at best probably be scrapping for lower end points - so the publicity the bosses seek will have to come by other means
Surprisingly, both new teams showed a decidedly low budget approach at their respective launches. The Virgin team members all appeared with logo patches stitched onto the front of shiny leather jackets that looked like they had been picked up from Camden Market.
Lotus, meanwhile, paraded their drivers in non-matching suits and plonked caps emblazoned with '2010' on their heads, with no sign of the new logo they were unveiling on the day.
But when Branson and Fernandes, former colleagues at Virgin and now competing airline owners, bounced friendly insults off each other with their headline-making 'challenge' to be the best of the newcomers or work on the winner's airline as a stewardess, they provided a likely pointer to the future - and while they may have some success on the racetrack, most of their noise is more likely to come from the paddock.