F--- Kazuya. He said some pretty shitty, selfish words right there. At a time when he really needs to stop thinking about himself. AND he has the gall to think what he is doing is actually helping Chizuru? "Put yourself and your feelings first?" !
Remember that all of this started due to Kazuya not wanting to hurt his ego and lose face in front of his family (especially his grandma). This is despite knowing this would put Chizuru in a very uncomfortable position. She played along with it because of how desperate he seemed (though who knows? perhaps some of her own feelings may have already existed by then). However, when Chizuru kept asking him to stop this, he stubbornly refused and begged her to cooperate.
(
@uran10 - take note of the next part).
80-90 chapters later (and now 140-150 chapters later), Chizuru is now in the same situation Kazuya was. She doesn't want to lose face in front of her grandma (even though, honestly, the two of them do have those kinds of feelings for each other, and grandma knows it). So she wants Kazuya to do the same thing she did for him. And Kazuya wants to refuse, just to clear his own conscience! WTF? You can't just abort when it's convenient for you! That's like one company executive convincing another to commit fraud, with the first guy making bank, then when the second executive wants to make money, the first guy bails with his money and says they should stop.
I personally think there are two courses of action for Kazuya that aren't totally scummy and unfair to Chizuru:
(1) Keep up the charade. It's only fair (as above).
(2) Kazuya and Chizuru actually become boyfriend/girlfriend. They have the feelings for each other, so I think it might be possible, though it will require persistence and effort on Kazuya's part. Chizuru is not going to be the one to confess to Kazuya; he is the one that will have to confess and pursue her. If/when he does, I suspect Chizuru will act tsundere and "reject" his advances initially). This would be the "ideal" outcome, in a way.
... But the fact he chooses neither of the above just shows the depth of his cowardice (and after 148 chapters, it is infuriating to see he has not changed in the slightest).