I watched it like two nights ago, very disturbing.
I find that Bear never really was in love with Nikki. I would call his attraction more of an infatuation. He cared only to fuel his own selfish ideals; he didn't truly care about her well-being (up until the end).
I loved the scene with the plant pot. It was so fucking creepy; she moved sporadically like a ghost.
I also loved the bit where he called customer service, and you could hear the real Nikki screaming. It sounded like she was in hell, yikes.
yeah the part where he called the customer support and the convo was "normal" and then he asked "do you want to talk to her" was so disturbing, i didn't like how they ended the move because they put so much effort into the movie and the ending was already kinda spoiled from the customer support convo, but @gato told me that the director said there would be a 2nd movie with a follow up so maybe it's going to be better there