On the Crowley thing, I think he was telling Sam the truth to some degree. He initially gave Rowena the opportunity to walk away, even though he recognized she was dangerous and scheming against him. It's hard not to read some very basic, limited qualms into that, or at least some sentimentality.

On the other hand, he was using a human dart board a couple of episodes ago, so he never evolved that far. I think he was attracted to the aspect of becoming more human that might include receiving love and positive attention, but not so much the part where he would have to give love, or work on himself in any way.