We've seen him pretending that friendship was more important to him than money, just after nearly bidding £8000 to swap with Chloe.
We've seen him pretending to 'do the decent thing' by signalling to Chloe to hit the buzzer and nominate him, swiftly followed by him lunging for the buzzer as soon as Sam went for it and then openly admitting that he regretted not pushing it and nominating Chloe.
Unfortunately, for him, his face expresses every emotion and his insistence that he has been selflessly looking out for everyone in there, especially his 'close' friends, is a load of bull.