Prevent GRUB from showing up by default?

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http://unix.stackexchange.com – Whenever I boot on Ubuntu, I see the entire GRUB menu by default. Is there a way I could make it simply auto-boot if uninterrupted within X seconds? I remember that this was the case on previous releases of Ubuntu, it would only show the GRUB menu if you held down a button during the boot. How can I make GRUB do this by default and just get on with the boot process? (HowTos)