I was thinking about this mask idea, all those photos of him smiling, with his happy family photos on her social media. Not all husbands would agree to pose with matching micky mouse hats for photos on fb. Serious, introverted guys, perfectly legit businessmen, or even police officers, might feel that's just not their thing, "no thanks honey".
So possibly he really enjoyed putting on a mask and playing a part, like people do at Hallow'een, particularly when it got him what he wanted: initially, Shanann, a big house, then maybe becoming rich with this Thrive thing.
But then possibly he changed his mind. Met a woman he wanted, decided Thrive was a scam, so just didn't want to play that part anymore. And that's all it ever was to him, a part. But he quite enjoyed the idea of playing the part of a husband who's wife and children have disappeared, and having this secret of what he really did. Fooling everyone, and getting what he now wanted, to be free of the burden of his family.