Kim Kardashian's mother Kris Jenner has used the hype surrounding her daughter and Kanye West's first child to promote her new talk show.
Aware that speculation was rife that her granddaughter North would make her first public appearance on Monday's Fox premiere, the matriarch shared a picture of her cradling a dark-haired baby just minutes before the show started.
"You never know who will stop by our show today #WatchKris," she captioned it.
Within minutes the internet was buzzing with excitement that Nori would soon be showing her face to the world.
"omg can't wait to see North!" one fan said.
The ruse was finally uncovered when the 57-year-old appeared with the precious tot, which was revealed to be stylist Monica Rose's son, Salvador Lukas.
Jenner later admitted that she wouldn't 'kidnap' North for the show and insisted her daughter would be revealing the month-old baby in due time.
In June, West insisted that although he respected Kardashian's background in reality television, their daughter would not be making her TV debut anytime soon.
"I just don't want to talk to America about my family," he told W magazine. "This is my baby. This isn't America's baby.
"I would do anything to protect my child or my child's mother."
A source close to the Watch the Throne star added: "He doesn't want to make any money off the baby."