How to remove distracting NEW label on sidebar

Maybe I'm just the kind of user who needs to clear notifications to think clearly but the bright red all caps NEW label on the sidebar is very distracting while I'm playing games. I frequently look over at it during games, subconsciously thinking I have some notification I need to clear before realizing it's a marketing promo. Is there anyway to remove it?

It will eventually be removed automatically.

Any timeline on when it goes away? If not soon I might just write a script to remove it to be honest.

This really bugs me too...I get highlighting new features, but once I've clicked through and looked at stuff it should go away immediately. I've been collapsing the sidebar as a workaround until they decide to turn it off.

Probably not until it's been rolled out to everyone and been out for a while.