Late on Saturday evening, Australians across the country were subject to three photos - possibly the cutest any had seen all year.
Indeed, Princess Eugenie shared the very first pics of her newborn baby son, announcing his name in the process.
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Baby August Philip Hawke Brooksbank was deemed adorable by all - but behind the lens of the photo, there was a heartbreaking reality.
Sharing the three images to her Instagram page, Eugenie wrote to her fans: "Thank you for so many wonderful messages. Our hearts are full of love for this little human, words can't express. We are excited to be able to share these photos with you."
Then, she explained her midwife had captured the snaps - a feat many wouldn't think much of to start with, but on second thought, actually had a slightly saddening truth.
As the UK remains in its strict lockdown, one that has spanned since before Christmas, Eugenie and Jack have had to take every precaution as they welcomed their son.
That, sadly, means they will likely not be allowed to see anyone other than a medical professional - hence why their midwife captured the snaps.
The heartbreaking reality is something many are having to endure at present, with the pandemic separating families and friends, near and far.
Those who would likely have loved to meet little August as soon as humanely possible is Eugenie's mum, Sarah Ferguson.
The 62-year-old has been dropping cute little hints about her new grandson in her videos posted to her children's story time YouTube channel, and her excitement is clear.
In her latest video, Sarah referenced her grandson publicly for the first time, telling the camera in her intro - "I'm a Granny!".
And in the days after August was born, Fergie made another sneaky comment, welcoming fans to her next episode: "Mums and dads, aunts and uncles...," then giving the camera a knowing glance and adding, "Granny and grandpa!"