Voting is well underway in the Scottish referendum, with the people of Scotland deciding whether to become an independent nation or stay as part of the United Kingdom.
The past few months - and especially the last week - has seen vocal battles between political opponents on both sides, plus allegations of intimidation, including death threats.
It's pretty serious stuff.
The referendum has produced an avalanche of polls, commissioned by 'yes' and 'no' camps, each one claiming that they have the edge.
For the latest on public sentiment and voting intentions, the Daily Telegraph has created a 'poll of polls' tracker.
The facts will be revealed on Friday.
Whichever way the vote goes, what will follow is likely to be years of intense politicking, the likes of which British politics has never seen. Imagine the worst marital divorce times a thousand.
Having watched The Great British Break-Up? The Live Debate on Channel 4 last night, a recurring theme throughout the programme, was that voters have totally lost faith in the British political system.
Having seen the Arab Spring unfold via social and mainstream media and the eruptions of public dissent in places as far apart as Thailand and the United States, this malaise possibly reflects a global sense of distrust in politicians and the political process.
It's not just ordinary voters who are affected by too many broken promises. A recent Ipsos MORI survey revealed that less than half of MPs in Westminster would trust the word of another politician.
The system seems to be broken; some may say irrevocably.
It's obvious that things have to change.
The best way is to start is by stimulating debate.
To that end, I'm featuring a thought-provoking presentation by the Institute of Customer Experience (part of Human Factors International), which has produced a powerful collection of insights and predictions.
Thoughts on customer service, communication and, of course, reputation management.