Kylie Jenner fans were in a frenzy after eagle-eared Instagrammers caught the whispered words "I'm pregnant" in the background of a video taken at Khloe Kardashian's birthday - a suspected baby spill that sent the Hollywood rumour mill into overdrive.
A multitude of fans believed their beloved billionaire had revealed her second pregnancy.
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People took their pregnancy preoccupation to Twitter as a number of fans expressed their delight, amazement - or disinterest - in the alleged announcement.
"You know when you have to clear your open search tabs in Safari to google if Kylie is actually pregnant... Because same," one enthusiast wrote.
"Is Kylie Jenner pregnant again yes or no we the people need to know," another fan demanded.
"Why does Snapchat tell me @KylieJenner is pregnant everyday," another Twitter user wrote, clearly over the gossip-fuelled guessing game.
Alas, another member of the Kardashian-Jenner clan is not on the horizon.
E! News confirmed the suspected pregnancy spill was not made by Jenner and is a case of "mistaken identity" - despite the wild theories.
The 21-year-old Kylie Cosmetics CEO is already mum to 18-month-old Stormi Webster. Jenner and her boyfriend, rapper Travis Scott, have expressed a desire to expand their family in the near future - but not right now.
The makeup maverick posted a photo to Instagram in April, commemorating Scott's birthday. The caption said: "Let's f*** around and have another baby".
A number of media outlets have backtracked after the news broke that Jenner is not again with child.
Maybe some Kardashian-clan fans are 'Keeping Up' with Kyle a little too eagerly.