Rubbing face on himself?

Phoenix apparently slept the day away on top of one of his hides (I don't know if that's meaningful) and after waking up has started rubbing his face all over...himself. Which seems odd to me. I'm not sure what to think - he hasn't gone blue, and if he wanted to scratch you'd think he'd be rubbing on his hide, which is fake wood and on the rougher side. I'm about to take him out and look him over, but in the meantime - thoughts? Should I be worried?