Yes, it's a sort of on-off switch that can be used to jettison the site's royal baby coverage -- from the homepage, at least. Sadly, it doesn't entirely scrub the coverage from even the homepage; scroll down the page after you've clicked the toggle and -- gah! -- you'll see that the site's Most Read chart still assaults you with royal baby coverage (the No. 1 story currently listed is "Royal baby: Kate admitted to hospital for birth -- live coverage.") But it's the thought that counts, innit?
Meanwhile, as long as I'm doing media-about-media-about-the-royal-baby coverage, a tip of the hat to TMZ, which has the morning's best headline: "Kate Middleton IN LABOR: Get Ready to Bow to Your Tiny Overlord!!!"
Indeed, get ready. You especially, TMZ.
P.S. Just in case you missed this: "Watch Colbert's Hilarious Take on the Royal Baby Watch"
Simon Dumenco is the "Media Guy" columnist for Advertising Age. You can follow him on Twitter @simondumenco.