Damn you, Hata-sensei! You are too good at this! T_T Oh man, I shed many manly tears this chapter, the double layered rejection was executed so perfectly... Imagine if Hata-sensei would write an actual serious romance, my god, that could be a masterpiece.
Why double layered? Because not only Hayate rejected Ruka, he also rejected his chance at happiness as the page 15, where he suddenly stands all alone, suggests. He chose his duty/gratefulness towards Nagi over personal feelings, as he has clearly fallen for Ruka, or at least, for the first time, he wasn't a total airhead and realized what was going on.
So, Ruka joins Hinagiku and A-tan in the most lovable characters circle of Hayate no Gotoku, at least in my book. This is by far the best chapter since Athena arc. So many feelings. T_T