[post_page_title]Can’t hide his excitement[/post_page_title]
As far as we know, James was simply excited about a new baby in the Royal Family. He probably doesn’t spend much time around the monarchy, given his only ties to them are through his sister.
However, he’s no doubt built a relationship with some of the family, particularly the ones Kate is closest to. James’ marketing plot may have actually just been him showing his joy over the arrival of a new baby. Even if it was a cash grab, it’s not like he was selling stories to the press.