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Kaname is the symbol of the "noble vampire". Cunning, intelligent, bound to his word and care about his surroundings. Perhaps if the time calls he's not hesitating to sacrafice someone for something greater value.
Zero was his "toy" to defeat Rido and save Yuuki... For him Zero has little value not to mention that his(Zero's) whole personae leads to self-destruction.
I'm leaning towards Kaname in terms of Yuuki's love but Zero still had a chance. Yuuki's very kind(and not only in vampire standards but in human standards too), so Zero has one chance to catch Yuuki's haerth: Pity. Yuuki's overly kind attitude a key for Zero. But it's only a slim chance.
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