He has an incredibly dark childhood.
When his badge alerts him to the presence of a Hollow once more, Ichigo notes that he is beginning to get used to it and uses the badge to enter his Shinigami form before removing Kon's from the plushie and dropping it into his body.
He quickly comes to care for Noriko, and the feeling soon turns into undeniable love, but because he believes himself to be an abomination, he hides his feelings because he thinks he can only hurt Noriko.