Reiko Natsume's True Past: Far from being a cruel, domineering sorceress, Reiko was a deeply lonely girl who was ostracized by humans. She challenged yōkai to games because it was the only way she knew how to interact with anyone. She collected their names so they would have a reason to remember her, but she died young in an accident before ever calling them back, leaving them waiting.
The Fujiwara Household Decision (Season 5): Season 5 reveals that Shigeru and Touko Fujiwara were not randomly assigned to foster Natsume. Shigeru knew Natsume's father's side of the family and noticed young Natsume being neglected at family gatherings. Touko and Shigeru consciously chose to welcome Takashi into their home out of pure compassion.
Natori Discovers the Yuujinchō (Season 6): In Season 6, Shuuichi Natori learns that Natsume possesses the Book of Friends—an artifact exorcists would kill to control. Instead of confiscating it or reporting Natsume to the Matoba Clan, Natori chooses to keep Natsume's secret, promising to help protect him and suggesting they burn the book together if it ever puts Natsume's life in danger.
Nyanko-sensei's True Bond: Madara's initial line about "waiting for Natsume to die to take the book" becomes a cover for his affection. Over time, Madara repeatedly risks his life to protect Natsume, making it clear that he stays out of devotion rather than a desire for the ledger.