Any suggestions?

The finger sucking has been going on for a few weeks now. I don't think its going away. What do I do? The problem is its the most attention he's gotten since the baby was born. Everyone asks him why he's sucking his finger or he hears them talking to me about it.  I've tried to make it a non-issue, but it is one. I'm thinking just ride it out and maybe he'll stop in a year or so....