(CNN) -- When Bruce Jenner told ABC's Diane Sawyer and the world on Friday night that "Yes, for all intents and purposes, I'm a woman," the declaration wasn't particularly surprising.
Paparazzi have been stalking the former Olympic champion for months, breathlessly documenting his increasingly feminine appearance down to his lip gloss, pierced ears and French manicure.
The social media reaction? A cheer, a shrug -- and not much else. Except the occasional prod at Jenner also being Republican.
Of course, Jenner's family owned the moment, being the reality TV mavens they are -- the Jenners and the Kardashians.
"So very proud of you, my hero," tweeted daughter Kendall Jenner.
His other daughter Kylie Jenner expressed mixed emotions.
"Understandingly, this has been very hard for me. You will hear what I have to say when I'm ready to but ... this isn't about me. I'm so proud of you, Dad. You are so brave. My beautiful Hero," she said on Twitter.
Ex-wife Kris Jenner was equally supportive.
"Not only was I able to call him my husband for 25 years and father of my children, I am now able to call him my hero," she said.
Stepdaughters Kim, Khloé and Kourtney Kardashian also joined the family chorus.
"Love is the courage to live the truest, best version of yourself. Bruce is love. I love you Bruce. #ProudDaughter," Kim tweeted.
"Just finished watching the #BruceJennerInterview with the family. Bruzer, I'm soooo proud of you! Dads really are heros ❤️," Khloé said on Twitter.
"Couldn't be a more proud daughter. With courage and bravery, let's change the world. I am honored to stand by Bruce's side and support him," Kourtney said.
The entertainment industry was quick to embrace the news.
Lady Gaga has long supported lesbian, gay, bisexual and transgender issues.
"We have the chance to write this moment in history together," she tweeted. "Let's empower people like Bruce all over the world by being loving & not mean.