From a psychological perspective, I think this is part of the compartmentalizing between the two lives. I think there is guilt and shame and an underlying knowing that his actions are wrong that he and his "shadow self" want to keep hidden. Of course, this doesn't work in the real world, which is why it becomes more and more evident how ridiculous it is, which makes him run that much harder from the truth of what he's done. If he legitimizes it by making it public, it will make it more permanent. Somewhere in there, I believe they know that this is not going to last.