It was on Sunday night that Kourtney Kardashian shocked her TV audience by giving them an invitation they will not soon forget, inviting viewers straight into the delivery room as she gives birth to her daughter.
The birth took place on July 8, according to New York Daily News, but it was not until Sunday that the rest of the world could share in one of the greatest moments in a father and mother's life, the birth of their child.
As the shock settles, viewers are undecided about whether the act was due to the marketing genius of Kardashian, or just a sweet wish to share one of the most beautiful moments of her life on national television.
The girl has been named Penelope Scotland Disick, and may well be the first baby to be born as a TV entertainer from day one.
While scandals are nothing new to the Kardashians, fans wonder if this is the beginning of a new era, and whether the Kardashians' values are slowly starting to change, putting more focus on their family's next generation rather than themselves.
As we try to digest the TV images of Kardashian giving birth, we can at the very least congratulate her for the new family member.