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Kubo has established the fact that Ichigo got embarrassed when he tried to reassure Orihime in Chapter 598, and he achieved that by hiding Ichigo's eyes from the readers:
.....
.....
Soooo....
Does that remind you of a similar scene in Chapter 429?
Maybe it's just me, but in here Ichigo was reassuring Orihime's worry by complimenting her, and then he suddenly changes the topic, all the while hiding his eyes.
Granted, it's not a perfect parallel, but I think Kubo's being consistent with how he's writing Ichihime's interactions in the manga.