Sorry. No. Absolutely not.

The photos of Brad Pitt and Angelina Jolie's new kids, Knox and Vivienne, will not be sold with a price tag as high as $20 million, as some outlets are reporting. Sure, "in the celebrity world, it seems to be the double-second coming," as Darryn Lyons, owner of paparazzi agency Big Pictures, tells it. But the fee that either People or OK! hands over, while enormous, will not even come close to the figures being reported.

Most of the rumor mongering about photo pricing begins with the agencies themselves, whose business interests are served by inflating the sale price with leaked gossip. The tabloids, meanwhile, aren't entirely innocent in this charade; by complicity going along with, or ignoring, the stories about how much they're forking over, they benefit from endless free publicity and a brand building exercise that attaches "industry authority" mentality to their magazines.

As celebrity weekly editors who have done this sort of transaction a time or two in the past tell us, the final sale price would "very likely" be in the "nine digits," meaning $8 or 9 million, not the $15, $22, or — as this story grows into an unstoppable beast — the $50 million figure that someone will inevitably attach to this.