My first impressions were horrible: The protagonist, occupation as demon lord notwithstanding, is decidedly a mass-murdering jerk and am I even supposed to be rooting for this guy, simply on account of him being brooding and love-struck?—But it slowly walks that back somewhat into more "lovable rascal" territory, with enough chibi moments and whatnot to hint that one shouldn't be taking everything so seriously all the time, as to at least have a lighter tone.
Anyway, there's a lot of bloody nonsense here, and a lot of it is rather self-indulgent (and/or in at least somewhat questionable taste, in ways one might expect as per the genre). On the other hand, reading the past several chapters had me crying. In that sort of blubbery, protective-feeling way only a good indulgently-angsty (yet sufficiently cute) story can provoke.