Isn't it shades of grey? He liked her, I don't think that's in doubt. He liked her best out of all the other girls at the start. But it's clear it waned, as he got to know her he wasn't feeling it. He was out of there like a shot when he got the chance.
They weren't like fin and Paige and Sian and Luke, snogging in bed, cuddling, flirting, kinda stuff, there was no affection, he said it, she said it. She said they had done bits, but I think we know if they did it wasn't regular and it likely wasn't anything heavy and may have been at the start, at the end she was saying it was a peck on the cheek and sometimes he forgot to even say good night.
Did he do wrong, I'm not sure, it's a game show. He was coupled up with the girl he liked best. He wasn't leading her on telling her she was beautiful, he wanted to be with her on the outside, wanted to be with her, that he would leave if she did, that she was wifey material,. He wasn't even snogging her or flirting with her at the end.
I think he just played the game, coupled up with th girl he liked best, and coasted and was careful not to make her think it was more than it was. As he got to know her he decided it wasn't for him. Should he have told her sooner, likely yes, but it's a game show and I don't think he genuinely knew how strongly she was feeling, she didn't tell him. She was just always bollocking him for doing something wrong.
So I dunno, if it was real life, yup, he did wrong, but on a game show, where he has to couple up? And she knows it's a game show? And he's careful not to lead her on? Meh, I'm not so sure.