It's the conception their fans and followers have been discussing since news broke Cheryl Cole and Liam Payne had become an official item last December.
From analysing Cheryl's loose-fitting dresses and books on motherhood to discussing her mum's trips to Mothercare, the public have found themselves on one serious 'bump watch', and this week it looks like we got the first glimpse of it.
Posing at a L'Oreal event in Paris this week, Cheryl appeared to be boasting a burgeoning bump, and bookies have gone into meltdown as fans place wagers on when that oh-so-important announcement will be officially made.
But it looks like the public's enthusiasm for the couple's potential announcement has resulted in one bookmaker deciding to suspend bets for the time being.
Speaking to the Daily Star, Coral's John Hill said: "After being flooded with bets over the last 48 hours on Cheryl announcing she is pregnant before the year is out, we have decided to pull the plug on this market for now."
"The sheer intensity of this gamble suggests an announcement could be imminent," he added.
The bookmaker's announcement comes after the former Girls Aloud star was forced to disable comments on her Instagram account after eager fans inundated with her questions over that appearance for L'Oreal.