Britney Spears is counting down to something on her website but don't hit the POP EMERGENCY button quite yet because you've got 28 days to gather your belongings, bid farewell to your loved ones, retrieve your fake passport and bundle of cash from the secret box etc etc.
Well, we say 28 days, you've probably got about 23 days until whatever it is starts leaking, first in low quality snippets then in slightly longer portions until eventually Britney's team feel it necessary to bring forward the radio premiere, thus slightly derailing a well-thought-through campaign.
(If this is a countdown to the first of seven teaser videos we will not be happy and if it's a new fragrance we will be furious.)