So, less than 24 hours after the launch of its new flagship handsets - the Lumia 920 and 820 - Nokia has been exposed as a faker.
The company gathered the press in New York yesterday to unveil its new devices, based on Microsoft's Windows Phone 8 mobile operating system, and took great joy in showing off the new features.
It is fair to say a lot of this focus fell on its PureView camera, which gets better snaps by allowing the lens to stay open for longer to capture more light and by using floating lens technology to enable smoother recording of video.
Nokia was really proud of the latter and made a video with two smiley actors riding bicycles and filming one another without a bump in the road.
However, it turns out, the video wasn't real. Yes, there were real actors holding the phone but, as a reflection in a window they cycle past proves, the actual video was produced by a van equipped with lighting and a stabilised camera.
It didn't take long for the keen eyed to spot the giveaway frame and now Nokia has had to issue a full apology on its blog for leading prospective customers astray.
"In an effort to demonstrate the benefits of optical image stabilisation... we produced a video that simulates what we will be able to deliver with OIS," read the post, entitled: "An apology is due."
"Of course, hindsight is 20/20, but we should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet. We apologise for the confusion we created."
What a shame Nokia. The thing is the camera technology included in the new Lumias is great and a video shown just at the press conference, which the company has categorically said is genuine, was good enough to prove it.
Now, by trying to make an ad as slick as some of its more marketing savvy competitors, it has just given itself a bad name and made customers doubt whether the tech is real.
Big mistake Nokia, huge.
Here is the link for the video Nokia claims is the real deal, showing its own Lumia 920 with OIS on, compared to a popular competitor without. Make up your own mind.