It's good to be a future king — as in Prince George of Cambridge, the toast of the world as he turns a year old on July 22.
The adorable and adored third-in-line to the British throne is even more a focus of obsessive interest today than he was when he arrived on Planet Mania last year, to be met by a cheering, roaring, sweating mob of media people and a delighted royal family.
He's the world's most famous baby but he's not the most photographed baby; Prince William and Duchess Kate are too protective for that.
That's why rare new pictures of him, at a butterfly exhibit at London's Natural History Museum, released on Saturday and Monday to mark his birthday, were greeted with such fervor, at least in the media and among his many fans.
But George is still high-profile, an historic baby even, who one day might reign as King George VII.
"A lot of people are jokingly saying, 'he's my little nephew,' " says Christine OBrien, whose blog, What Would Kate Do, follows mother-and-child closely. "A lot of people have taken up a kind of friendship role with Will and Kate and feel they can be a part of George's life, even if distantly."
Never mind trying to explain this phenomenon; just go with it.
George is "the world's most eligible infant," as Vanity Fair put it about their August cover star. His fashion sensibility is selling out baby goods everywhere, according to bloggers who track him (those Petit Bateau denim overalls he wore to the museum? All gone).
He's been showered with gifts, from a giant stuffed wombat and a mini sea-going boat to a first-ever $136 royal coin. Britain's most elite private schools are already competing to nab him as a future student, according to the Daily Mirror.