I like to imagine that Billy actually doesnt like Nicole like that, and he genuinely thought that was the next logical step to boost profits for the cunning hares
I'd say Billy gives off the "innocent puppy love" kinda dynamic with her. He's not looking to date her, just wants to support her. If this situation did occur, he def would keep upping the anty until she snapped because he simply wanted to support Nicole, not realizing it was getting to her. 😅