The theatrics of popping the question have become, for some, bigger than the bling of the ring and even the wedding itself.
Tales abound of fantastical $50,000 proposals, flash mob proposals and of course, proposals played out in public places.
They don't always go to plan, but you have to give them an A plus for effort.
And as far as effort and romance go, this latest proposal to go viral is up there.
Garth Chamberlain, 28, has become a YouTube sensation after an elaborate set up to surprise his girlfriend and pop the question.
The former London Wasps rugby union player spent six weeks planning the proposal and worked with his girlfriend's modelling agency to fake a booking for her at a luxury hotel on an island off Sardinia.
Chamberlain then travelled 1600km to surprise his 30-year-old girlfriend of three years, Tess Montogomery.
With cameras set up to film the spectacle, we see Montgomery waiting on the hotel balcony for the non-existent camera crew. A hotel receptionist, also in on the hoax, hands the Swedish-born model an iPad.
The clip cuts to what she is seeing: images of her boyfriend at the place where they first met, as well as romantic pictures of the pair throughout the course of their relationship.
We then see Chamberlain flying to Sweden to ask Montgomery's father for his daughter's hand in marriage.
Once she has finished watching the video, Montogomery is pictured looking around, clearly emotional. At this point, Garth walks up the steps where he has been waiting and onto the terrace.
He gets down on one knee, asks the question and Montogomery says 'yes'.
Since then the visibly blown away model has posted a picture of the ring on Instagram.
Overwhelmed by the response they have been receiving, she also uploaded a picture of the pair to her Instagram and Twitter accounts, saying:
"I can say that it was quite a shock to be booked on a job and end up in the middle of a marriage proposal instead," she wrote on her blog. "Garth had been planning this since sometime in March and received help from my good bookers at MOT, so I really could not imagine.
"I have no idea how they managed to keep everything secret so long. That he could go to Sweden and back without me even noticing?
"... I was stunned - Garth made the most romantic proposal in the world and I am one very lucky lady."