This is a really fun topic. I've been posting on Maltese forums (including the Other One) ever since I got Pico and I've yet to read a post where a male friend, husband, relative, whatever, has not fallen head over heels with the Malt in question.
At first, they look and sneer at the fluffiness, whiteness and petite nature of the breed. My brother wouldn't touch Pico for fear he would hurt him since he plays roughly with his MinPin and Lab. It wasn't long before he discovered the playfullness and huggability and companionship of this lap breed and, Bang! fell in love.
My husband termed Pico "an accessory" and "just right for a Fajita (taco)" but he too was soon converted as Pico engaged him in a playfest which quickly became a full-fledged love-fest that continues to this day. He will take Pico to his attorney's, to his mechanic's and just about anywhere. I find him talking and cooing and loving on Pico, where he used to make fun of me for doing the same.
It is so much fun to watch the transition of the male, particularly the very rugged, macho male, from skeptic to lover as they interact with the Maltese.