Are you embarrassed to say "I love you" to your loved one in public?

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I just got into a heated discussion today with my husband. Apparently, he was out with some people for a photography session in a cramped car and when I told him I loved him, he hesitated to reply that he loved me back. He said he was embarrassed to do it in public, since we are already old (30's) and it's cheesy when he does. It's like going back to high school for him. He says he was with people he isn't really close with. Acquaintances. I on the other hand, don't really care. I freely say it. Of course I wouldn't say it in front of a client, or in a business meeting or whatever the case may be; it really depends on the situation. But when I'm out with my friends, when my husband calls, I would freely say it without any hesitations. Now he said when I am out with friends, he refuses to say it so that I won't be pressured to say it to him too. What the hell is going on? am I the only one confused here? Is it a 'manly' thing? I do not want to lose this part of our relationship just because we're 'getting older' and it all seems cheesy. I do not understand him. He does not understand me. I need your input. Thanks!