"The Bold and the Beautiful" fan favorite Don Diamont spoke to TV Insider about why he thinks Bill wants to be with the villainous Sheila so badly. Diamont likened Bill to a mob boss, rather than a deranged villain, explaining, "Bill's a damaged person. I've always played it that way. He's not a crazy person." The actor stated that Bill's infatuation with Sheila doesn't just stem from the fact that Brooke and Katie rejected him. 

He explained that the character is filled with contempt for himself, adding that Bill "has to win because deep down he doesn't feel worthy. He's evolved over the years, but he tends to destroy whatever good comes his way. Nothing could feed the black hole that lives inside him." Bill's loneliness extends to a "lifelong pain that lives within him." The soap star also argued that Bill is aware his actions have pushed away the women in his life. 

However, by hooking up with Sheila he can punish himself. "What he deserves is Sheila," Diamont confirmed, expounding, "What he thinks he's worthy of is Sheila. She's the punishment for the mistakes that he's made. In a way, Bill's protecting the women in his life from being hurt by him by being with Sheila." Because Sheila is now beholden to him, Bill feels he can prevent her from causing further harm. But he's suffering as a result.