As the independent developer community argues back and forth over the relative merits of Steam's Greenlight initiative, the people behind the self explanatory Indie Game Mag are planning to launch a grass roots rival aimed at showcasing "small or unusual" games.
When some of the best indie games struggle to sell four figures, it can make bigging up the indie scene feel a little like shouting into an empty room.
But there are so many competing platforms now, it's hardly shocking if gamers end up passing over things that they would almost certainly love. The answer, unsurprisingly, is to try to make a bigger noise by being organised and running special seasons like the Indie Games Summer Uprising on Xbox Live's Indie Games channel.
I'm not convinced that even this has made anyone sit up and pay attention to what's going on, but it's not going to stop us from giving it the space such an idea deserves.