When father-of-two, Billy Flynn, bought his ex-wife flowers, a card and a gift for his sons to give their mum on her birthday (and helped them make her breakfast), "per usual" he was asked, "Why?" Why does he continue to do nice things for her given the pair are divorced?
"This annoys me," Mr Flynn writes in a post on the Love What Matters Facebook page. "So ima break it down for you all."
For the Boston dad who has two young sons, his thoughtfulness comes down to setting a good example.
"I'm raising two little men," Mr Flynn explains. "The example I set for how I treat their mom is going to significantly shape how they see and treat women and affect their perception of relationships."
Urging other couples who aren't modelling "good relationship behaviour" to their kids to "rise above it", Mr Flynn adds, "this is bigger than you."
"Raise good men," he writes. "Raise strong women. Please. The world needs them, now more than ever."
Mr Flynn's words have struck a chord with parents around the globe - and have been shared almost 150,000 times as of Wednesday.
For one commenter, the dad's message is "right on the money".
"I've been divorced 17 years and I get along with my ex wife better now that when we were married,' he wrote. "When we decided the marriage was over, we sat down, made a list of everything we wanted as far as child support, visitation, etc, went to one lawyer to finalise it and the rest is history ... The kids know both of us are on the same page when it comes to,them. I wouldn't have it any other way."
"You are an upstanding human being," another commenter added. "I wish my parents had set an example like you. Not only are you showing them how to respect people but you are also significantly lowering the stress of having two parents who are hostile toward each other for them."
Read Mr Flynn's post in full below: