Tonight's trip to the Bake Off tent was all about dough and yeast.
Everyone was keen to RISE to the challenge and PROVE they had what it took to become star baker.
Yes, it was bread week. And Paul Hollywood was looking suitably smug about it.
It is, after all, the only episode in the ten-week competition where he reigns supreme over Mary Berry, the universally acknowledged Queen of Cake. So, grabbing the buns by the horns the silver-haired baker prowled around the tent smirking knowingly as contestants made overly oily ciabattas and undercooked celebration loaves.
Just look at him scoff when Martha says she's going to use an egg wash on her rye rolls...
He knows, of course, what'll go wrong. But he doesn't tell her. He just smiles.
Because of course he knows better than everyone else. He did have his own telly show called Bread, you know.
Spotted another mistake, Hollywood?
He's listening intently as Diana reveals she's planning on putting cheese into her buns...
And he can't conceal his evil little grin.
Because whatever the contestants produce – rest assured – it just won't be as good as a Paul Hollywood bake.
The Great British Bake Off continues on Wednesdays at 8:00pm on BBC1