This time, it's definitely different.
Look, we know you heard before that they were going to win the Euros and it didn't pan out and that it might just have been English hype but this is completely different.
The impressive 3-2 win over Germany in Berlin in back in March of 2016 was a timely refuel of the country's hopes after several years of Roy Hodgson's sterling efforts to crush any modicum of excitement around the team.
But, despite another miserable campaign, the English – much like ourselves to be honest (remember the Rugby World Cup?) – can't build up to a tournament without hyping themselves to the hilt.
England teams can't escape the hype. And here are the stages that gets rattled through on a biennial basis.
1. England have a bad tournament.
https://twitter.com/heyitskaatt/status/481516090829602817
2. England need an English manager.
https://twitter.com/chrisormie/status/196679495632162816
With passion.
https://twitter.com/Sweeney_96/status/594757765513519104
OR...
England need a foreign manager.
https://twitter.com/stanleyjnr_/status/401469635272667136
And something about technical football.
https://twitter.com/BrolinMZ/status/507273257939386368
Switch these as necessary after every flip-flop.
3. But England don't have the technical quality.
https://twitter.com/Jdmillo69/status/481493885584420866
4. England need a grass roots investigation.
https://twitter.com/gmans1/status/17801147058
5. But England also need a scapegoat.
6. England have a self-evaluation of their own mentality.
https://twitter.com/SimonBrundish/status/513378565380145152
7. England turn on the golden generation.
https://twitter.com/__Locky/status/256828086635601921
8. England need to look to the future.
The Mail almost got it right in 2007.
9. England realise they already have the future sorted.
https://twitter.com/Tony8Cee/status/643010669483311104
Forget about that grass roots investigation.
10. An uncapped England player bolts from nowhere.
https://twitter.com/MarcSDuffy/status/1002974476206858240
11. England walk through their qualifying group.
https://twitter.com/utdBrett/status/1002175716170059776
12. England win a friendly.
The Sun, 2005.
13. Something about technical football but England have that now.
https://twitter.com/risingstar_brad/status/569536424669638656
It's different to the last time.
https://twitter.com/AndyComyn/status/713845849059622912
14. Not that anyone's getting carried away...
https://twitter.com/act133/status/713843841841958912
https://twitter.com/Chargersgsy/status/713843773231534081
https://twitter.com/markjamess13/status/714047964356984832
https://twitter.com/RobertpHarper/status/713887240259301376
https://twitter.com/AdsBrown/status/713846952883068929
https://twitter.com/Dobcheck73/status/713844604588699648
15. F**k it, England can win the whole thing.
https://twitter.com/RoryKerrNixon/status/714781804352434176
https://twitter.com/JoelLangham/status/713839395497971713
16. England lose a friendly.
https://twitter.com/prodnose/status/714919037323579396
https://twitter.com/prodnose/status/714924081787703296
17. The hype around England has already embedded in though.
https://twitter.com/jordhook/status/1003384596740935680
18. England have a bad tournament.
https://twitter.com/Alix_SS/status/741733517860700165
19. Something about technical football.
https://twitter.com/GreenSamPAFC/status/480051104605274112
20. England need an English manager.
https://twitter.com/Jo_RW_lambert/status/167371013259137025
OR...
England need a foreign manager.
https://twitter.com/sidkidwai/status/441324874695720960
