The couple has been keeping the romance under wraps but now they're beginning to talk about each other -- and star spotters are catching public displays of affection.
The pair was spotted at a Melrose Avenue coffee shop recently in Los Angeles and couldn't seem to keep their hands off one another.
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A bystander says, "He was rubbing her lower back and the top of her butt, and she was hanging on his shoulder. They were laughing and flirting the entire time."
And now Madison, who briefly dated illusionist Cris Angel after splitting from Hefner last year, has taken one step closer to a true confession about her new man.
She tells Life & Style magazine, "You can say I’m hanging out with someone I have a crush on."
Friends tell the publication Madden is her secret crush.