ego fluffing

to play up someone's ego i.e. to make them feel good about themselves for something not worth praising.

Like a porn fluffer but for one's ego. Often done by women to men.

Zach, a grown-ass man: wipes the kitchen bench once.

Issy: "OMG Zach! You didn't have to do that, you're so helpful and amazing! You're a really good flatmate."

Issy is ego fluffing Zach.