Agreed. I think him saying "it feels good but it's so vulgar" was his way of saying he wanted it because it felt good but he was just uncomfortable with the idea of it, but I've seen it done better in other stories like where they verbally say no but then think like "I shouldn't be liking this but I do" or something like that because it's more clearly defined that it's actually consensual.
Not sure I would call this cnc though, though I'm not super familiar with cnc as a whole but I thought that is usually planned out in advance and just roleplay. I would say this is more dubious consent which is where it's unclear if things are consensual or not, often includes refusal but then giving in or saying it's pleasurable/enjoyable at the same time.
I really wish the cnc content was a bit more obviously stated or talked about instead of them just thinking "oh he likes it eventhough he's saying no"/"I'm saying no even though I like it". It throws me off a little and just feels weird