He thought they loved him until his death.
When he knows the truth, he gets what he thinks is the liberation.
What he got in return was heartache. He made a deal with Pluto. He gave up his love and it was gone. He only had interests in his eyes. He wanted to live better than anyone else!
Later, they came to tell him they loved him? Saying love to a dead person to someone they killed? It's too ridiculous!