First of all, this isn't me disagreeing with the sentiment that Bear is ultimately the villain of the story. My point of disagreement is that there are many who seem to think that the act of Bear making a wish for love itself is what makes him a terrible person. The only way I would possibly agree with that is if it were evident that Bear fully knew that the Wish Willow was 100% real, would grant his wish, and did it anyways, regardless of how it would affect Nikki.
That's not what I got from the movie though. I don't believe that Bear actually believed the Wish Willow would do anything at all. As far as I can tell, Bear thought the One Wish Willow was a sort of Dollar Store gag gift you would get someone that was obviously just phoney. It looked to me like Bear was a lonely guy who wanted companionship with someone, but was too insecure to actually voice his opinion openly to the person he was interested in, so in lieu of actually being honest with Nikki, he used the Wish Willow to essentially voice his feelings to the universe, not actually expecting that the universe would grant the wish.
I don't know. It just takes me somewhat aback that the conversation with many seems to be that if a guy wishes for love that automatically makes him a terrible person/incel/r****t/etc, because no. Just no. The desire for love and companionship is a universal human feeling. Both men and women throughout time have longed for, wished to have the person they've developed feelings towards reciprocate those same feelings. Wishing for love and companionship doesn't make you a terrible person. It makes you a human.
Like, going all the way back to ancient prehistory, the pursuit of swaying the heart of your crush has been one of the oldest business operations in existence. People have been claiming to offer charms, potions, and trinkets that will cause someone to fall in love, and you can bet your bottom dollar that a huge portion of that clientele throughout time has been young women trying to win over the hearts of men they had developed feelings for.
An example from one of my favorite historical dramas Outlander is Laoghaire (pronounced "Leery" for those unfamiliar with Scottish names). Laoghaire is a lonely young woman, living in a difficult time to be a young woman, and she falls madly in love with Jamie Fraser because of how much more of a kind gentleman he is than most other men around her. She seeks out a love potion to try to make him fall in love with her.
Does this make Laoghaire a terrible person who wants to steal Jamie's free will? I don't think so, even though, unlike the situation with Bear, the culture of the Scottish Highlands was superstitious, and Laoghaire actually fully believed that a love potion would indeed work. But still, I don't think that alone makes her bad, or that she has malicious intent. I think she's just a sad, lonely young woman who's longing for companionship with an attractive young man who treated her with kindness.
When it becomes clear that the love spell she sought out didn't work though, and she sees that Jamie is actually developing romantic feelings towards another woman, Claire, that's when Laoghaire starts down a darker path. I'm certainly disappointed in her for seeking out an "ill wish" that she plants under Claire's bed, another supposedly supernatural trinket meant to sow discord in a romantic relationship and break it up, but even that act alone wasn't what made me fully call Laoghaire a villain.
Now when Laoghaire sets up Claire to be arrested under false accusations of witchcraft, that's over the line. When Laoghaire shows up at the trial and gives blatantly false testimony against Claire with the intent of getting Claire burned at the stake and she tells Claire she'll dance on her ashes, that's when she's the villain. Laoghaire isn't a terrible person because she wished for love. She's a terrible person because she tried to have an innocent person put to death as a delusional way in her mind of forcing Jamie to be with her.
Bringing it full circle back to Bear, I don't think him making a wish for love is what makes him a terrible person. It's the choices he made afterwards that make him a terrible person. Trying to make the relationship work, even after it was becoming very evident that Nikki was in an altered, unwell headspace. Initially seeking to "alter" the wish instead of outright undoing it after it becomes clear that the One Wish Willow actually did work, but was having a negative impact on Nikki. And of course most damning of all, when he eventually finds out that the wish made the real Nikki a trapped and unwilling prisoner of her own subconscious, while the enchantment from the wish is operating her body without her consent, and instead of reacting with disgust and horror of what he now knows the real Nikki has been enduring because of him, he tries to paint himself as the true victim.
These increasing events are what leads me to label Bear as the true villain of the movie. Wishing for someone to love you though, not so much. And I really do hope we're not headed down a path where we are going to start shaming and labeling lonely people as terrible people simply because they have a basic human desire to connect with another person.