Un affectionate.

Alright, so my husband and I are super affection people. We kiss and hug, he tells me he loves me at least 20 times a day, and we touch all the time. Well recently I've noticed that all affection on his part goes away when we have company or we're in public, or at a friends house...? For example, yesterday we had friends over to watch the game, he didn't touch me one time, tell me loved me or anything, but as soon as they left he went back to his usual affectionate self. I was hurt by this and kind of gave him the cold shoulder and told him what I had noticed, and he just kind of brushed it off. Am I being silly? Am i overreacting? How do I get passed this hurt feeling? If you have any suggestions or opinions, please share them. Thanks :)