The Bachelor star Ben Flajnik reportedly may have gone on the ABC reality dating show for business not pleasure.

Flajnik went on The Bachelor to promote his wine-making business instead of looking for love, a source told Us Weekly in the magazine's March 5 issue.

"He did the show to publicize his wine -- he had no intention of finding love," the source said.

Flajnik reportedly became a different person after he went on a date with Hollywood actress Jennifer Love Hewitt, who had publicly expressed interest in him via her Twitter account.

"He started thinking he was a celebrity. He wasn't the same guy who proposed to Ashley Hebert on The Bachelorette," the source said.

Flajnik's alleged change of character and sudden rise to fame apparently had an impact on what kind of girl he was looking for on The Bachelor, as his sexual and physical attraction to controversial bachelorette Courtney Robertson has become increasingly more obvious as the show's sixteenth season progresses.    

"He's a nerdy guy, so having a model into him blew his mind," another source told the magazine.