it's classic "change back" behavior. when a dysfunctional "system" exists, be that a family, friends, lovers or even a work group, it depends on everyone drinking the juice, so to speak. speaking the lingo, obeying the rules. so when any ONE person/unit in that system starts to change, pull away, that upsets the rest of the system.
you can actually see the reverse in a healthy system. an ant colony relies on everyone to know their job and do their job without question, even if it means they will die. they all travel along their little pheremone trail, doing there thing. if one ant decided all of the sudden - oh hell with this, i'm not lugging this fly up that damn hill - and just sat down, or whatever ants do, it would create a traffic jam. and confusion.
now i caution you - he's not going to like that and he's going to up the ante. be prepared and don't buy into the sales pitch. in fact every time he says the word LOVE consider that a sign it isn't real.