I think Josh just likes the positive female attention. He's a chubby, 30 year old childless virgin, currently living in a bunker in Serbia, where he does not speak the language whatsoever and a LOT of people there aren't terribly fond of Americans anyway.
Most, if not all of his social interactions are through a screen and it's been that way for years. He simply does not get a lot in the way of compliments or positive female attention, so when terminally online femcels like Lidl, like the others who's name I can't remember but Lidl is a big one, when they pretty much simp for him, defend everything he says and does, why wouldn't he like them?
Hell, if I had a female simps, I'd probably take a shine to them too. That's normal, if sad, male behavior.