Call it wholly monetised matrimony. Kim Kardashian and Kris Humphries are to be married today in a lavish, made-for-TV celebration of love, devotion - and product placement.
The reality-TV bombshell and her National Basketball Association boyfriend will wed at a canyon estate in the seaside town of Montecito, near Santa Barbara, California.
The location of the black-tie ceremony has been kept secret, but everything else about the extravaganza - the dress designer, the cake maker, the stationer, the gift registry, the Kardashian-brand perfume - has been touted 'til death do us part on websites, entertainment shows and Kardashian's blog and Twitter pages.
The wedding, reported to be costing US$10 million ($12.2 million), will be Kardashian's second and Humphries' first.
Much has been made of the invitations, which were decorated with black crystals and arrived in silver boxes.
Even more has been made of the couple's wedding registry at Geary's of Beverly Hills, which totals US$172,000 ($210,400) and includes such items as a US$1650 coffee pot and two US$1250 sterling silver vegetable spoons.
The ceremony and everything leading to it will be featured in a two-part special on show biz television channel E! and a US$1m magazine exclusive (reportedly with People) that will feature all the photos.