The big wheel thing that sits beside the Thames has been refitted over the winter, with each of the Eye's pods now featuring one of Samsung's Galaxy Tab 10.1 tablets inside it.
The idea isn't to let you keep up with Twitter while on your "flight" above the skyline -- the tablets have been pre-loaded with bespoke content created by LMC design and Henry Stuart Photography, to give passengers a better look at what's about.
The end result is what Samsung and the London Eye call an interactive guide that covers key landmarks, also giving users a 3D view of some locations. Which seems like a very odd thing to do, given that visitors have paid money to go up and look at things with their eyes, rather than see recreations on a tablet screen, but there you go.
If you'd like to give it a try, the Galaxy Tabs and guides are now part of every pod mission and access is included in your ticket price. [London Eye]
Image credit: London Eye from Shutterstock