Kourtney Kardashian finally reveals baby Reign

Well, finally.

After being strangely protective, Kourtney Kardashian finally shared a picture of her third child, son Reign Aston, born in December.

And yes, he's cute. Really, really cute.

Lest you think the timing is random: the family's show Keeping Up with the Kardashians is currently airing on E! and their clothing line, Kardashian Kids, hits Nordstrom on April 13.

Well played, Kourt, well played.

Here's a look back at the Kardashian women and their men: