I really, really don't like how the MC's been changing in Act III, or how others are reacting to hit. At all. It's not that he's being an asshole, though that's enough; he's being an asshole to people who have been nothing but good to him (such as Chloe) who aren't calling him on his shit.
There's always a reason for things, and some of those reasons become clearer in Act IV. Perhaps especially when it comes to the two key ones he lashes out against in Act III, Chloe and Sarah. (And Kitsune gets a clap-back, but she largely deserved that; Akane he's polite but cold to, which I'm fine with, tone wise; her bodyguard just threatened to rip his throat out, and kept insulting him)
EDIT: To clarify a bit more, it's mostly that he's overreacting and lashing out at his allies and they're seemingly okay with that that bothers me.
There's a couple of things happening. With Chloe there's always been a teasing banter, but also a growth from master/servant to more equals. I tried to play a little with that on the "paying for drinks" portion, where she happily stiffs him for 10 pounds in the opening sequence, but is proud of him when he talks back, and grabs a pint for "quality control purposes". Stuff like "Is the pub on fire" refers back to date5, where he tells her to not wake him up, even if the pub actually *is* on fire. The only time he was genuine push-back with Chloe is after she does the whole "Walk of Shame" talk about Emily; he remains far more willing to push back on her behalf than on his own, but in addition the many references to what her dad will do if she's no longer a virgin is starting to get old. Of course, by the end of act III...
Sarah has kind of been asking for it for a while, but his treatment of her is a little out of character, and he regrets it immediately afterwards (for a variety of reasons). Of course, we haven't seen the last of Sarah, and he's probably not regretting it enough.