Deluxe double vinyl LP pressing. 30th Anniversary edition. This Is the Day... This Is the Hour... This Is This! Is the second studio album by Pop Will Eat Itself, originally released in May 1989. The album builds upon the band's 1987 debut Box Frenzy in it's extensive usage of sampling, combining influences from punk rock, hip hop, heavy metal, and disco music, with samples and lyrics that reference, among many subjects, pop culture and geek culture. Particularly influential on the album's musical style were hip hop group Public Enemy, while the album's own subtle post-punk touches would later be credited as influential. Some critics regard the album as a sound collage. The three singles from the album - "Def. Con. One," "Can U Dig It?", and "Wise Up! Sucker" - were among the band's most successful to date. The album received critical acclaim, with praise being placed on the album's invention, humor, and self-contained style.