Friday's the big day.
Kanye West has made an appearance on Kris Jenner's talk show with a photo of his and Kim Kardashian's baby. When the show airs, the proud father will share that photo -- first time anyone has seen what little North looks like!
If he's thinking, West will hold up a picture of someone else's baby and pass it off as his own for reasons of safety and privacy, but never mind. The baby has only been out in public with a cloth over her head, so this reveal scheduled for Friday is a very big deal indeed.
Considering the gossip that has the new parents looking into armoured cars and bodyguards for their newborn, the decision to introduced little 'Nori' to the public with any sort of fanfare is curious. But inevitable, perhaps.
And she can't leave home with a blankie over her face forever.
Rumours have swirled for months that West and Kardashian have refused one lucrative offer after another to sell photos of their child. The latest alleged offer was $4 million from an Australian publication; this "first photo" has become an American celebrity tradition of sorts, with millions paid for the privilege.
The money is often donated to charity.
Photos of Knox and Vivienne, the twins born to Brad Pitt and Angelina Jolie, for example, are rumoured to have sold for $15 million to People and Hello magazines. Somewhere around $4 million was paid (also by People magazine) for an early photo of Shiloh, their first-born. Other celebrities whose baby photos have meant a big payday include Jennifer Lopez, Matthew McConaughey, Britney Spears and Jessica Alba.
Funny thing -- Channing Tatum and his wife, Jenna Dewan, posted their own photo of their baby on Instagram and were done with it. There was no fuss, no secrecy and no money changed hands. They've seemed able to avoid unpleasant encounters with paparazzi ever since. Adele has also managed to stay out of the fray with her baby, although she may have benefitted from the stricter photo laws in Europe.
Luck? Planning? A keener understanding of the connection between the elusive and the pursuit? We'll never know.
Meanwhile, at the other end of the photo scale, both West and Lamar Odom, who is married to Khloe Kardashian, were in trouble last month for freaking out at the paparazzi. Odom smashed a camera, West went for the snapper himself.
One day you welcome the exposure, another day you want it to go away.
Friday is the last day Kris Jenner's talk show will be on the air. The question now is whether or not Fox will pick it up for a full series, and it's hoped that this photo of baby North will give Jenner the ratings she requires to make that series a reality.
It's probably too late to mention the old adage, "Be careful what you wish for."