Ichigo describes Masaya as "smart", "cute", "very athletic" and "popular at school". He is also depicted as being a polite and calm person, and will protect Ichigo at any cost when he transforms into Blue Knight. The truth is that he despised the human race ever since he was a child. Everything he did and said was just an attempt to blend in and be accepted. However, once he started to spend time with Ichigo, he began to soften and changed his view of humans. He's noted to be very eco-friendly and an animal lover since he participates in recycling and using environmentally-friendly material. (http://tokyomewmewpower.wikia.com/)