This is his biggest problem! It's obvious he wants to doona dance with Jade but is concerned about how he'll be perceived by the public.
It's so obvious. He's trying to get away with whatever he can without compromising his reputation. He is sending her mixed messages which leads her to believe she still has a chance. You don't play legsies under a doona with someone you aren't interested in, but yet he tells other HM's he has no interest in her. If they were on the outside, I think Jade would be the type of girl he would "root and boot".