Last year Augusta National introduced a first for fans around the world: a 'Taste of the Masters' food package, full of goodies normally exclusive to the patrons on the property.
But never mind the pimento cheese sandwiches - this year all anyone wants to know is what the heck Hideki Matsuyama tucked away during the one hour break in play shortly after he made the turn in the third round.
Pretty much everyone is thinking: we'll have whatever he's having.
The 29-year-old was 1-under-par for his round and part of the chasing pack through ten holes when the threat of lightning prompted a return to the clubhouse.
But upon the resumption he left those around him in his wake and also accelerated clear of the tournament's long-time leader Justin Rose.
Matsuyama made back-to-back birdies immediately after the re-start and then launched another imperious iron approach to the heart of the par-5 13th green.
He only three-putted for par, but no matter.
His second shot at the par-5 15th more than made up for it and was little short of ridiculous, a towering 205-yard arrow that flew straight at the flag and stayed there, leaving a 6-foot eagle opportunity he never looked like missing.
More birdies followed, at 16 and 17, before he executed a superb pitch to save his par at the last.
His secret during the disruption? Disappointingly, no magic snack bar or secret rocket fuel. Instead, he admitted he did nothing more than spend, "an hour in my car looking at my cell-phone."
He'd covered the back nine in just 30 shots, completed the first bogey-free lap of the week, earned a first-ever Japanese end-of-round lead at the Masters, and has turned a chase into an escape.
He now heads into the final round with an 11-under 205 total that leaves him fully four shots clear of Saturday playing partner Xander Schauffele, Aussie Marc Leishman, pre-round leader Justin Rose and tournament debutant Will Zalatoris.
Schauffele covered those final eight holes in 3-under himself for a 68, but was holding on to Matsuyama's coat-tails at the end.
The fact he saved par from 9-feet at the 16th, and also with two successful scrambles at 17 and 18, secured a spot in the final group on Sunday and might yet prove vital for his chances of a first major triumph.
Leishman has performed in the white heat of Sunday battle at Augusta in the past, playing alongside Adam Scott when his compatriot won in 2013, and he carded a fine 2-under 70 to give himself a shot at emulating that success.
Although Rose had started the day with two birdies, he was sucking gas when he reached the clubhouse, but he had hung tough when clearly struggling with his swing. His 72 could have been a lot worse.
Zalatoris (71) is eyeing the first rookie Masters victory since 1979, when Fuzzy Zoeller slipped his arms inside a Green Jacket.
Can anyone else win it? The last 31 winners at Augusta National were in the top five after 54 holes so history is against them.
The two downbeat surprise performances of the day came from Jordan Spieth (a 72 for T7th) and Justin Thomas (a 75 for T13th). Spieth is priced 18/1 and Thomas 250/1.
* Full final round preview available Sunday morning