Stop all the clocks, cut off the telephone, or at least Instagram, which is exactly what actor Sam Worthington has done sparking rumours that he and Lara Bingle have split.
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The 38-year-old Avatar star deleted his only official social media account before his partner of one-year, prolific social media user, model and soon-to-be fake tan entrepreneur, Bingle, 27, removed all photographic evidence of the couple from her Instagram account.
What does this unusual activity mean? Have Australia's version of Kim Kardashian West and Kanye West split? Or does the actor just want to stay off ASIO's new wide ranging radar?
Social media expert and Curtin University's internet communications lecturer Dr Tama Leaver suggests the latter.
"He is someone who values his privacy quite a lot and in any relationship which involves two people that use social media in a significant way there has to be a negotiation about what feels comfortable. It may be as simple as one partner asserting that they would prefer to have more privacy," he said.
"If Sam Worthington said 'I prefer not to be as visible' then perhaps she's just respecting that, which is a perfectly normal part of any relationship when you're sharing something that doesn't just impact on you but it also impacts on someone else when you take couple shots and post them."
Dr Leaver said given the couple are rumoured to be pregnant with their first child, their impending bundle of joy could have also prompted both to reconsider what they broadcast on the internet, especially to Bingle's social media fan base which has more than 710,000 followers across various platforms.
"If this is a case of expectant parents rethinking and getting their social media in order in preparation for not over sharing their child's life, then I say fantastic, well done to them.
"I know there is speculation that it might mean she is pregnant and that they are adjusting their social media sharing in relation to wanting to have more privacy for them and for a future child and if that's the case, that's fantastic. One of the things parents don't think through that well is what they are going to do in terms of sharing when their kids come along," Dr Leaver said.
So does this mean a tell-all magazine deal announcing the pregnancy is off the table?
Perhaps, but don't put any money on it just yet given Bingle's reputation of media and paparazzi tip offs.
However, Sydney based publicist Cameron Carter speculates that the days of admiring the public photo album of Bingle and Worthington's high flying lifestyle could be over.
"I would suggest the couple have made a conscious decision to shift their relationship into a more private context, and who can blame them. Social media is a powerful direct route-to-market for the Lara Bingle brand, whereas Worthington's celebrity is a different trajectory again," he said.
