Good grief, I feel tempted to add the Harem tag already, because now we have the elf princess as the third love interest. It's just he himself isn't attracted to anybody (yet), even when he complimented Colette way back I felt like he wasn't being serious about it.
Man, I'm getting a little tired of irrational (plot-required) hatred being heaped on the protagonist. Too many brain-dead characters walking around and now after the guild master we have the next unreasonably hostile "important guy" the male lead has to convert to his side. After this arc is done I predict his fan club will have a new branch with the elves.