The Wyatt Family is set to debut on tonight's Monday Night Raw and WWE fans are rightly excited.
Creative appears to have come up with more than just a gimmick for these three men.
This trio, most pertinently their leader Bray Wyatt, has psychology and subtlety in their locker. The audience looks set to be held captive by a new breed of villain in the company.
Matt Squires recently wrote a wonderful article for Bleacher Report on the Rise of WWE's Bray Wyatt, discussing how emotive and engrossing fear can be for an audience.
He noted that the creepy characters drew the most attention while outlandish, in-your-face terror did little more than startle briefly.
For the Wyatt's to stick around, not only will they need this charisma, they will need to be used correctly.
There will be physical dominance and punishment to those that cross them. There are few wrestlers who could match their size and presence in today's WWE, but hopefully there will be mind games too.
Who should the head of the family be targeting? Where will Bray Wyatt's powers of persuasion lead them?