I really don't think it's just to maintain an image. I don't know him personally, but relationships get weird. Maybe he hasn't divorced her because he is in a catch 22 with the property, their friends or his children. Maybe he still loves her. Maybe he loves the idea of her. Maybe he does it because she won't take it well. There could be a million reasons. However, will does not strike me as a cold hearted business man. He might know his way around the actor scene but this ain't it.