Ok, this is a case of just bad writing, forcing him to say "Oh yeah stop it" like yeah I know guilt exists and all, he would feel guilty to lead her on and pretend to like her or to use her for his good. But this message was a bit much. Some people mentioned "Write hes a friend, he supports it" would be totally fine in either case, but overall the main core of the story sure is hooking me for whatever reason lol