He is the God who invites us to become like unto gods, knowing the truth of "good" and "evil," constructing our Towers of Babel, and moving ever farther and farther away from the blissful ignorance of Eden. It is He who instills within us a yearning for the faraway, the exotic and the unexplored; and it is He who puts the fear of Man into the hearts of the gods!
What's more, He does not demand or even request worship from the majority of human beings. He does not even demand respect from all people. Unlike some gods, who crave worship and attention from human beings like spoiled little children, the Prince seems more than happy to work behind the scenes, and to remain elusive to the majority of humanity. They don't call Him the Prince of Darkness for nothing!
I believe the Prince fully endorses the existence of atheism, Wicca, and (believe it or not) even the Abrahamic paths too. But He will not permit either of these paths to exist alone. And that, in my opinion, is the true reason why He is called "Devil" by the proponents of whatever "one true way"; not because of any truly harmful or destructive nature on His part, but simply because He forces all religions to co-exist -- whether they want to or not!
I would not presume to assert that the Dark Prince loves each and every human being, although it is clear that He must certainly appreciate humanity in general. Otherwise, He would not instill within us a lust for Knowledge that is forbidden to us by conventional opinion-makers. However, I feel completely safe in asserting that the Old Serpent loves those who love Him -- and His love is fiery, electric and transformative. I believe He especially loves women -- after all, He chose to reveal Himself to Eve first, not Adam!
For sure, we are but bumbling monkeys in His ancient eyes; but instead of condemning us for what we are, the Dark Prince just laughs and encourages us to follow our true wills, to become all that we can become. And because He is the absolute best god that a boy could ever have, I will always and forever praise His many names. I have sworn to serve Him in this world and in the next, and serve Him I will!