December 12, 2012, or 12-12-12, is a once-in-a-lifetime day - and it's whipping math geeks, lovebirds and superstitious individuals everywhere into a frenzy.
While there's no actual Robert Pattinson-Kristen Stewart wedding going down (despite what the tabloids claim), plenty of others are tying the knot today.
There will never be another date like 12-12-12, after all ... the world is ending only nine days later, according to the Mayans' famous apocalyptic prediction.
Even if those fools are somehow wrong, it's a long ass time until 1-1-2101.
Not only is getting married on 12-12-12 a cool story, but it makes for easy-to-remember anniversary date. There's still 12 hours left in the day, fellas!
From midnight to midnight, more than 100 couples will walk or ride down the aisle at Viva Las Vegas - 10 times the number tying the knot on a typical Wednesday.
"The charismatic and fun-loving couple that gets married on a 12 day is lucky and balanced, but seeking constant goals to achieve," the chapel's website explains.
"The 'go-getting' 1 and the 'sensitive' 2 make this a very balanced number."
"1 is the vibration of 'new beginnings' and starting things afresh. The 2 vibration is about seeking 'balance' and that's certainly something that many will struggle with."
"Balancing the bank balance, balancing the food and beverage intake, balancing the emotions, balancing in every way. Today is a day of balance."
Good to know. It's not just influencing romantic decisions, either. Professional numerologists say 12/12/12 isn't just a cool repetition of digits or a lucky day.
It's a fantastic day to start a new business venture, Indian numerologist Swetta Jumaani says, as 12 is considered a "three" number (the digits add up to three).
Three also corresponds with great wealth apparently, according to this person.
"If you're in a business of trading money, or the buying and selling of anything, (this Wednesday) is a good day to make investments," Jumaani said.
"If you want to buy something - property, if you want to buy gold - it'd be a good day."
It certainly is for Alabama youngster Kiam Moriya, who was born at 12:12 p.m. on December 12, 2000. Yup, he's gonna turn 12 on 12/12/12 at exactly 12:12 p.m.
"It's like one minute out of a whole lifetime," Kiam told CNN. "You know, all 12s."
Wednesday also marks a milestone for Pope Benedict XVI's Twitter, which went live today. It's unclear if he wanted until 12/12/12 on purpose or simply got his new iPhone 5 today.