Jesse Cottle and his wife Kelly recently posted what they believed to be an everyday photo of themselves to Facebook:
The San Diego residents were posing with family members for some beach-based pictures when Cottle took off off his prosthetic legs and jumped on Kelly's back so she could carry him in to the water.
Jesse, a former Marine, lost both his legs after stepping on an IED in Afghanistan in 2009 and this is a simply how he has to move around sometimes.
He and Kelly met while he was recovering and they got married last year.
And they thought little of the above image when putting it online... only to watch the hits and comments continue to climb on an hourly basis.
"Everything just kept skyrocketing," Jesse told 10 News of the social media reaction. "And we were just astounded."