All the hyperbole surrounding England's young golfing sensation of the moment, was labelled Rosemania yesterday when the 17-year-old prepared for his first tournament as a professional.
Justin Rose, following in the footsteps of Ronan Rafferty by turning professional while still a teenager, even added to the hype.
Two days after signing on the dotted line and on the day he officially handed over his £2,000 European Tour affiliation fee, Rose immediately made inroads into the money he has laid out - by helping his team win the morning pro-am and so collecting the professional prize.
It was only £625, less than 10 per cent of what he would have picked up for his joint fourth place at Birkdale on Sunday evening.
But it was riches to Rose. Said the young Englishman at his first fully-fledged press conference as a professional, still blinking in the arc-light: "It's great to earn money for going to work!"
There surely will be more to come, possibly more this week if he can do as he says he can and that is ignore all the "hype" surrounding him and get straight to business today when he tees up with Raymond Russell - the Scot who shared one of the fourth places with him at Birkdale - and that wily old campaigner Costantino Rocca.
Rose has decided his main priority over the next 10 years - yes, he's already talking about his first decade - is to follow in such as Rocca's footsteps and clinch a Ryder Cup place as soon as possible. Two majors would also be an aim, he said. That would be following in Ernie Els's footsteps.
Rose aims for the £133,330 first prize this week, along with a line-up of European and US Tour stars ready to bring him down to earth - in the nicest way possible, of course.
His practice playing-partner Nick Price could be one. Price is with Phil Mickelson and John Huston before going back to America.
Surely Darren Clarke will give Rose something to think about, too. While no fresh bloom, Clarke is still a blossoming talent. To re-establish his climb up the world rankings, a victory here would be timely.
Paul McGinley plays alongside Lee Westwood, so he has could get his inspiration from his management stablemate.
There is always a side issue around this time of the year. It comes in the shape of jockeying for Dunhill Cup places. McGinley and Padraig Harrington, also in Hilversum, are favourites to play alongside Clarke at St Andrews. But it is not cut and dried yet, before final qualifying date of August 17th.
Harrington and McGinley could come under threat from Philip Walton and Des Smyth, also both in Hilversum.
A stiff neck may yet inhibit Walton this week but it's an ailing swing that leaves Harrington worried about his game.
Said the Stackstown man: "My game needs to get going. I can't say it's in great shape at the moment. I'm always hoping I'll play well this week and maybe that's the problem - hoping as opposed to being confident I can."
The in-form Smyth hopes his game will be unchanged from Birkdale as he bids to "top up" his earnings which were boosted by his tied 14th spot in the third major, to earn enough to seal his card for next year instead of relying on the all-time-money-list. Hilversumsche could be just the place to do it, he led here two years ago.
Raymond Burns makes up the Irish sextet in Holland. David Higgins will make it a septet if he is rewarded for yet another long wait on the tee today as first reserve.
