Obsession for all things royal hasn't been this hot for years. With the double whammy of the impending birth of Prince William and Kate's third baby in April and the wedding of Prince Harry to Meghan Markle in May it has reached a fever pitch.
And as with George and Charlotte's pregnancies, the punters are out in force to predict the name of the third royal progeny to the popular couple.
The pundits are confident of a girl, but the favourite for a girl from previous pregnancies has changed, from Alice to Mary, with Ladbrokes publishing odds of 4/1 in favour of Mary.
Alice and Victoria are next with odds of 8/1.
If they're wrong about the gender, then both Albert and Arthur carry odds of 12/1.
Bookies at Paddy Power have also published similar odds. After 'a flurry of bets' on Monday, not only has it prompted a suspension of bets on gender, they've cut the odds of the baby being named Mary from 12/1 to 3/1.
Ladbroke's full list looks like this:
It makes sense. William and Kate have demonstrated a preference for the most conservative of traditional names thus far, and Alice would be a slight shuffle to the left of centre with its slightly less regal-sound compared to George and Charlotte.
We also don't think Elizabeth or Diana have any chance. Charlotte's full name is Charlotte Elizabeth Diana so they're unlikely to be repeated. Ditto Alexandra, seeing Prince George's full name is George Alexander Louis.
Mary is one of the Queen's middle names and was also her grandmother's name, Mary of Teck, who was the wife of King George V.
It could also be a nod to the two Queen Marys who sat on the British throne in the 16th and 17th centuries.
Only a few weeks ago Mary was considered an outlier, but betting folk in the north west of England changed all that this week, firmly backing Mary to place her as favourite.
Mary sits outside the Australian top 200 baby names, having been out of favour for decades. If Wills and Kate go with it for their third child, it'll be one to watch.