Press photographers from around the world are camping outside the hospital where the Duchess of Cambridge is due to have her baby – two weeks' ahead of time.
Unless they know something we don't, of course!
Last week we reported on speculation that the Royal baby's due date could be as early as this week, rather than the July 13 date previously announced.
So the media aren't taking any chances and have jostled for the best position outside St Mary's Hospital in central London, ladders and camping chairs at the ready.
Red lines on the pavement marked the spot for different outlets as TV crews were fixed on the exclusive Lindo Wing where a £4965 a night suite has been booked for the royal birth.
Parking has also been suspended outside the hospital until the end of the month.
The scene caused a stir on Twitter where some wondered whether the heir to the throne was going to make an appearance sooner than expected.
Posting a picture of the scrum, Channel 4 economics editor Faisal Islam commented: "TV cameras gathering outside Lindo Wing of St Mary's hospital. On my cycle in to work. Is someone expecting?"
Bookmakers have been taking bets on an early birth after Princess Diana fooled the public by saying William was due on July 1, only for him to be born 10 days earlier in 1982.
Meanwhile, betting has soared in recent days as baby fever builds – leading to a bizarre, and very disturbing, publicity stunt from one bookmaker.
Four oversized babies complete with beer guts, nappies and crowns were dispatched to Buckingham Palace by Paddy Power to scream the odds on royal betting.
As well as visiting their great-grandmother's palace, the four 'royals' – with a combined weight of 508kg (80st) - got a few stares from commuters on the Tube and visited one of their uncle Prince Harry's favourite hangouts, Boujis, and St Mary's hospital – where the real baby will be born.
A Paddy Power spokesman said: "According to our patriotic punters we could soon be welcoming Princess Alexandra or Prince George, born on the 17th of July with brown hair weighing in at 7lbs.
"They say the best things come to those who wait and anyone taking up our 500/1 accumulator could be next in line for a right royal payout should their hunch come good."
Each baby was sported a customised ginger, blond, brown and black tuft of hair in a nod to Paddy Power's 'Hair Colour' market which has attracted more than 2,000 bets in the past month.
The latest hair colour odds on a ginger heir are 7/1, brunette 6/4, black hair 2/1 and blond is 7/2.