It's a heady head-scratching mix - a world-first claim, about virtual reality, on April Fool's Day.
April Fool's Day, for those of you not living in 1950s Britain, is when "pranksters" are given free reign to prank, and as long as they shout "April Fool's Day" after the prank, all is well, everyone chuckles and life carries on pretty much as normal.
Unless the prank ends up reported online and is there for the rest of Googledom.
Contiki Holidays, which specialises in travel for 18-35 year olds, claimed today that it is launching virtual reality holidays. For £79, visitors to its shops can experience one of five three-hour virtual reality trips - climbing Machu Picchu, paragliding in Sweden, cycling through Vietnam, drinking at the Oktoberfest or visiting the Iguassu waterfalls in Argentina.
The story has been doing the rounds and there is a microsite and a special video as well.
And, yes it is an April Fool's Day prank.
The annoying thing is that the basic premise of the prank isn't that far removed from what a lot of travel companies are doing with this technology. Other than charging for the experience, how does this differ from say Thomas Cook showcasing its holidays in some of its UK shops using VR?
Or Marriott and its honeymoon pods?
Virtual reality will never replace travel - and I don't think even the staunchist VR fundamentalists are claiming it will (and neither to be fair is Contiki). But to treat it in this way is a bit odd.
There is a monetization model emerging - if people are prepared to pay to experience gaming or movies through a VR headset, there's no reason why consumers will not pay to see a destination in VR.
Related reading from Tnooz:
Expedia helps some ill children travel with virtual reality (March 2016)
Virtual reality is the new Instagram (Feb 2015)
How STA Travel is using virtual reality to attract crowds and sell travel (July 2015)