Men like this are driven by power and ego, particularly when they have accumulated more money than they can ever spend.
At the moment he is in a position where it is like seeing the love of his life with another man. He has to watch while she goes home with him every night and he has full knowledge that he is never going to get a go on her.
Equally, his mate has a 7/10 bird that with a bit of money spending on her could be a real cracker, and he's more than happy to share. With the 7/10 he can do what he likes, when he likes, and he's been busting his balls to do so for ages.
Hopefully he will come and spray his lovely Russian love juice all over EFC very soon.