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Most mothers are itching to share pictures of their new baby.
But Kim Kardashian seems happy to keep the world waiting by having a little fun before she reveals daughter North West.
Posting a picture on her Facebook page of herself cradling a newborn, with sister Kourtney cooing beside her, Kim set the rumour mill in motion by commenting: 'Love these precious moments...'
At last, the world thought they were glimpsing the daughter of Kim and Kanye West for the very first time after her birth in June.
However, it didn't take long before her fans' encyclopaedic 'Kardashian' knowledge exposed the photograph as a ruse.
The baby in the 'fake-out' photograph was wrapped in a blue blanket, indicating it was a boy in the picture, and Kim looked significantly slimmer than she might be expected to be after giving birth a month ago.
So the baby on that picture is Mason Disick, the son of Kourtney Kardashian and Scott Disick.
However, fiercely protective Kanye West has made it clear that his baby girl 'isn't America's baby.'
Fans shouldn't have to wait too long though - it is rumoured that the new family is considering a $2 million magazine deal that will debut baby North to the world.