Would he lie?
In “Penultimate,” a sixth-season “Dallas” episode, J.R. (Larry Hagman) enters his bedroom, where Sue Ellen (Linda Gray) sits in the bed.
SUE ELLEN: I waited up to talk to you.
J.R.: All right.
SUE ELLEN: I want you to explain to me why this nightmare happened.
J.R.: [Walks toward the bed] Sue Ellen, it was a terrible, terrible mistake.
SUE ELLEN: Mistake? If you wanted to be with other women, why didn’t you just go ahead and do it, instead of playing this silly charade?
J.R.: What charade?
SUE ELLEN: Our marriage, J.R. Why did you want me to marry you again? Why did you chase me like you did? Do you find some kind of perverse pleasure in hurting me?
J.R.: You know I don’t want to hurt you, Sue Ellen. [Sits on the bed]
SUE ELLEN: Then what is it? Is it the game? Is that what it’s all about, J.R.?
J.R.: What happened between Holly and —
SUE ELLEN: [Shouting] Stop it! Stop it! I don’t want to hear any more from you!
J.R.: Listen to me, please. I can’t, I can’t tell you how sorry I am about what happened. But I promise you it was a direct result of the battle for Ewing Oil. Winning the company means everything to me. When we got married, the second time, I vowed I would never hurt you again. But things got out of hand, Sue Ellen — and I don’t blame you for hating me. But I hope you can reach down in your heart and believe me when I say that I love you. [She closes her eyes and turns away.] I truly love you.
Dallas Decoder 
He may love her but he will never love her more than he loves the power and money Ewing oil gives him. Pamela Rebecca Ewing take heed!
Speaking of Dallas Parallels, it is amazing how much the John Ross apology to Rebecca as she sits in the hospital following the three-way scene mimics this one. The question of course is: do we believe either JR or John Ross? I suspect a poll might find us fairly divided on that one.
At any rate JR pretty much admits in this scene that Sue Ellen will never finish better than second to Ewing Oil in his eyes. While that surprises no one it is the same thing that Pam has been accusing Bobby of since the reading of the will.