TIME swoons as multi-billionaire father feeds his own baby … so what's with the stealth flashback?

Facebook co-founder Mark Zuckerberg is actually pretty generous with his money, but as far as we know, he hasn’t yet responded to rapper and 2020 presidential hopeful Kanye West’s request for a phone call to discuss a desperately needed $1 billion investment in the realization of West’s artistic vision.

https://twitter.com/kanyewest/status/698926987281371136

Maybe the reason Zuckerberg hasn’t replied is he’s tied up with more important clients. Yesterday, Zuckerberg posted a photo of himself feeding baby formula to his daughter — and major media outlets lapped it up.

Mark Zuckerberg's 'most important meeting of the day' is really adorable https://t.co/iBEnp9WA6Y

— TIME (@TIME) March 26, 2016

Can we handle this level of adorable? Scroll down slowly lest your biological clock explode into flames.

This is Mark Zuckerberg's "most important meeting of the day." https://t.co/ASjff9fYeH pic.twitter.com/zqVfrafzmM

— ABC News (@ABC) March 26, 2016

Alert the media! Um, never mind. They’ve picked it up.

Mark Zuckerberg shares a photo of the ‘most important meeting’ of his day ???https://t.co/HgL0zhwew7 pic.twitter.com/I88tabbmyT

— Daily Mail US (@DailyMail) March 25, 2016

Most important meeting? Cute caption, but every one of the previous tweets left off the end: the hashtag #‎LeanInTogether. “It’s a nod to Sheryl Sandberg’s female empowering movement, which encourages men to take steps towards gender equality,” reports the Daily Mail. “Lean In Together stemmed from Sandberg’s 2013 book ‘Lean In’, in which Sandberg, Facebook’s chief operating officer, wrote about how women could lead and achieve their goals.”

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Grateful Calvin

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Pretty slick. What we’d thought was just a cute family photo was actually a call for gender equality and female empowerment.

TIME, which again this morning called Zuckerberg’s photo “really adorable,” on Saturday night coincidentally published this tweet — which links to an article originally published in October 2015.

"I didn’t have kids because they’re too expensive — and I have no regrets" https://t.co/vIq6DomWdg

— TIME (@TIME) March 27, 2016

Not everyone has $35 billion to raise a child, you know. Just being fair and balanced?