I think it is just another form of online porn which is now the extension of magazine and film porn.
It's not "cheating"...but it can become a problem if he gets addicted to this and other forms of porn. The problem comes when he is telling himself that you are not there for him and the voiceless "makebelieves" always are - without any complaints.
Laugh it off for now and see if he can "get it". You only have a problem if it becomes a full on addiction.