Steve Ballmer's Windows Phone 7 slogan that every Windows Phone 7 should be "wonderfully mine" translated into an array of very different stylings from the four manufacturers previewing WP7 handsets today.
HTC had the biggest showing at today's UK launch at the Institute of Contemporary Arts, producing three of the six models available later this month.
The HTC 7 Mozart, available exclusively with Orange, Microsoft's lead partner in the launch, features a one-piece aluminium body, Xenon flash and high-resolution eight-megapixel digital camera.
Nabbing the prize for the biggest screen of today's launchees was the HTC HD7, soon to be available from O2, Orange and T-Mobile. It comes with a 4.3-inch screen. A built-in 'kickstand' to hold the handset upright for hands-free operation hints at its intended use for videoconferencing.
The third member of the HTC trio, the Trophy, includes a 3.8-inch screen and Dolby Mobile sound. It's set to be available on Vodafone.
LG's Optimus, also available on the Vodafone network, adds the option of playback on TVs that support its built-in DLNA video sending system.
Samsung's handset, the Omnia 7, offers a 4in touchscreen using the company's super-AMOLED technology, together with a 5-megapixel camera. It will be available on 3 and T-Mobile.
The real oddity of the bunch is the Dell Venue Pro, the only handset available at launch with a slide-out Qwerty keyboard. It comes with a 4.1-inch touchscreen.
Microsoft promises all phones will be available from their respective operators on 21st October.