During Wednesday's Unpacked event, Samsung tried very hard to make it pulsating. Which was a little difficult after it had just attempted to launch a whole new groundbreaking, Earth-shattering, cliche-defying category of phones.
So I went to a Bay Area Verizon store to bathe in the S10's look and feel.
The loud, graphic displays confronted me the minute I walked in the door. A slightly less loud, less graphic salesman greeted me.
"Oh, you already have the new phones?" I mused.
He explained that they were available for pre-order. What they weren't available for was picking up and holding.
They were clamped in what almost looked like horror film masks, four pieces of metal furiously gripping all four sides of the phones.
"I can't pick them up?" I asked.
"We've had a big problem with people walking in and bringing scissors," explained the salesman. "They just cut them off and run out."
This didn't seem like the ideal way to sell me a phone. Isn't one of the most important elements of a gadget how it feels when you touch it and hold it?
Still, I asked: "Tell me why I should buy this phone."
"Well, it's an upgrade from the S9," he said.
Many might expect it to be. The trouble is that upgrades don't accelerate one's blood flow like a Steph Curry three-pointer from midcourt or a glass of decent Sauvignon Blanc at exactly 6:01 pm.
He wouldn't be deterred from his spiel. He kept shooting specs. Better processor and all that other technical stuff that make most people's eyes ascend to their foreheads. Yes, yes. And, oh, five cameras for the S10+.
"So a mere four for the S10?"
He agreed there was a little shame to that.
"Do you need five cameras?" I asked him. He admitted he didn't. This was another perfectly honest salesman, always the best sort.
The Galaxy S10 is, though, a very fine-looking phone. It's easy to miss the pinhole camera in the top right-hand corner of the screen. The phone has a greater sleekness than my iPhone XR.