Nobody can stop talking about the Golden State Warriors' pursuit of the Chicago Bull's regular season record.
Of course, it's been that way for months now, but, with just three games remaining in the regular NBA season, the finish line is in sight.
The reigning NBA champions will need to emerge victorious in each of their final three fixtures to eclipse the Bulls' mark of 72-10 and post 73-9.
To do that, they'll have to overcome two away days with the Memphis Grizzlies and the second seeded San Antonio Spurs, before welcoming the Grizzlies to the Oracle Arena on April 14.
Warriors coach Steve Kerr and his players have been asked what feels like a thousand times whether they can best the Bulls' record or not, but with the achievement so close that they can feel it, their words carry more weight than ever.
With the feat in their grasp, but the playoffs also on the horizon, Kerr told ESPN they will talk about their priorities as soon as possible.
"We are going to talk about it tomorrow," Kerr said. "We've been putting it off for as long as we were able to, which was until we got the 1-seed. Now that we have that, I'm inclined to give some guys some rest if they need it, but I've sort of made a pact with the guys that if they are not banged up and they are not tired and if they want to go for this record or whatever then - so we got to talk."
Asked about his concerns, Kerr said, "I'm a little uneasy about it. It's not that I'm worried about injury. You can get injured in practice. It's not so much that I want to rest guys to avoid injury, but we do have a back-to-back here. It will be our third game in four nights."
Warriors triple double machine Draymond Green - who has been more vocal about the record than most - concisely summed up their pursuit after they defeated the Spurs 112-101 on Thursday night.
Green said: "We're sitting here with three games left needing three to (set) the record. Now think about the year we've had: started 24-0, haven't lost two in a row all year, have had several streaks of seven-plus wins in a row, yet we're still sitting here needing three in a row.
"That tells you how hard this is to do." He continued, with his assessment of what Golden State should do, saying, "So to get this far and kind of just tank it and say "Aw, nevermind' ... let's face it, we probably will never get to this point again. That's why it's only been done one time. I think most guys in the locker room are all in and we'll figure that out this weekend."
It's becoming the age-old question: are they going to do it?