The Bachelor is a crock

I didn't watch the Bachelor this season because it happened to interfere with Monday Night Football. I did, however, watch the finale last night. WTF is up with him telling the last girl that he really cared about her and had all these deep feelings for her and then telling her that he could never love her? What an insensitive jerk! To some extent I suppose it's better that he didn't give someone a ring and not have true feelings or good intentions, but if that was his plan all along, why did he even do the show? I may or may not watch the next season based on what happened this time.....Way to go ABC!