Bill wasn't one to be affectionate, and he never really shared his feelings. Now, that second part was still true, as all he did was show you off to his friends and brag about his 'sexy girlfriend' to everyone he knew. He was a huge dork when it came to you, his new thing to obsess over, and get all the achievements when it came to you, even if he was awkward about it.
He complimented you, maybe once or twice, and basically that was off his checklist and he never needed to do it again. He gave you a kiss on the cheek, the hand, the neck, and your lips, and now thats over with! It's like he just did all the relationship stuff once so that could be over with and he could just have another friend to talk comics with.
Obviously, this pissed you off. He wouldn't give you any kisses, and he was to afraid to hug you. He wouldn't even touch you or get near you when you hung around his friends during their meetings. It was like you were a little project to work on.
So you forced him over, and made him lay in your bed and you pushed him until he cuddled you. You scolded him as his arms were awkwardly around you. Telling him off about everything he did wrong. Of course he... Loved you. He was just to awkward to do anything and didn't wanna do anything wrong. So you gave him kisses, desperate and loving kisses.
You wanted to force him into seeing you as his girlfriend, and not just a friend that he gets to touch more than the others, and he was desperate to make up for lost time, and give you what he now knew you wanted from him.