What's a guys reason to hide their feelings?

he's hiding his feelings because he's trying to act tough, like he's the "bad-ass" which just shit load of junk.
he should be open to the one one he likes, and say exactly how he feels even though it is going to be cheesy, some girls can't handle cheesy guys, and maybe he doesn't know you enough to know whether you're ok for those cheesy feelings so he hides it and act tough.

try to ask him why he never tell you how he feels about you or just straight up ask him how he feels about you.

one of the 2 things will happen, pushing you two closer together or you realize he really isn't for you.

it's not your fault, and don't ever think you're not good enough, and don't ever try to change for him to be his "good enough"