Mark Zuckerberg's public embrace of wife Priscilla Chan could be helping the tech billionaire in the court of public opinion.
According to couples therapist Isabelle Morley, who spoke to Business Insider, men who present themselves as 'wife guys' can be a great thing.
'It's showing that it's okay for men to view having a positive relationship as an accomplishment — it's not just career success,' she told the publication.
'That wives aren't just the support person or best friend character, that they are an equal partner is a really good message for people to be taking,' she added.
Zuckerberg has proudly showcased his life with Priscilla on social media over the last few years.
Whether this is a calculated PR move or is simply just a natural expression of his adoration for his wife is unclear, according to Morley.
'We could never weed out if there are ulterior motives for him doing that or if they've agreed that this is something that they want for their public image if they've got a whole PR team,' she said.
Back in August, Zuckerberg unveiled a bizarre statue of Priscilla.
A couples' therapist believes that Mark Zuckerberg's public embrace of his wife Priscilla Chan could be helping the tech billionaire in the court of public opinion
Zuckerberg has proudly showcased his life with Priscilla on social media over the last few years
The social media tycoon, 40, shared a photo of the monument, which appeared to be made of oxidized green copper and steel, on Instagram.
He wrote: 'Bringing back the Roman tradition of making sculptures of your wife.'
Priscilla, 39, was snapped sipping a hot drink in front of the new statue, which was created by artist Daniel Arsham.
She shared the same image of herself sipping in front of the sculpture and wrote: 'You can't miss me!'
The monument shows the former pediatrician staring stonily ahead of herself while walking.
The Priscilla statue appears to be nude, but her body is covered by a dramatic swathe of highly-polished stainless steel designed to look like a robe.
Zuckerberg did not give any indication as to what had inspired the act of love, but friends and followers were quick to hail the gesture.
TV star Gayle King replied: 'Wow! Is there a backstory here or just Tuesday night at your house?? PS, do you have an older brother who is black I could meet? Asking for a friend.'
Back in August, Zuckerberg unveiled a bizarre statue of Priscilla on social media
Singer Liz Kelley wrote, 'Husbands everywhere are shaking', while rapper Yung Vec commented, 'This is the most billionaire thing to do ever.'
Zuckerberg met his future wife at a house party during her freshman year at Harvard in 2003.
They wed in May 2012 - the day after Facebook's IPO made him a multi-billionaire.
The couple, who own homes in California and Hawaii, are parents to three daughters - eight year-old Maxima, six year-old August and Aurelia, who is almost two.
Chan graduated Harvard with a bachelor's degree in biology and worked as a teacher for a year.
She went back to college in 2008 to train as a pediatrician and completed her residency in 2015.