ML was definitely a dirtbag scum who was just full of shit and a sprinkle of humanity. In recent chapters, it's revealed his most trusted people by his side were people he saved and didn't view them as anything less despite their past—and that's how I think it's reasonable that he fell for FL despite their difference in social hierarchy system.
At first he was going to use her because she's pretty, and I don't blame people dropping the manhwa because of it ; I almost did. However, as the plot progresses, he's shown a sense of remorse, as he wouldn't cross the line if she didn't want to (though, he had a moment of two), and wanted her to want him. I think that character progress is worth noting because I believe that is a factor that made FL begin to fall for him. (And he saved her from that bald guy, who knows what could've happened—she's not the sharpest tool in combat).
Nevertheless, there's still a ton of ways that they can do to improve the ML. Starting with, if he really does love her: then throw away the playboy rep.