He's attracted to her, that doesn't mean he wants to be friends with her.So one question. Joi is programmed to say whatever K wants to hear. But after the sex scene, the morning after when he's taking a shower Joi pops up to tell the other girl to leave whilst looking jealous. What was the point of that interaction if K couldn't hear it? And, if K liked that girl wouldn't Joi be programmed to also be nice to her and not jealous?
The program already recognized his interest and K certainly ended up being pleased. He likes to play coy because he wants to be the good guy in that "relationship" and this allowed him to say that hiring a prostitute was her idea. It sounds like the kind of dude fantasy the product was designed to handle.Bronson also brought up the interesting point that she took a big risk bringing someone home to "be" her. At first K refused and she kept pushing. That's not really something that makes much sense for a computer program designed to simply please. He very easily could have been like "what are you doing, you want me to be with someone else now?!"
It's not a coincidence that he never refuses any of her acts of "disobedience."