Why would a guy still lead you on if you know for a fact that he's not interested in you?

Anonymous
Why would a guy still lead you on if you know for a fact that he's not interested in you? By leading on I mean flirting, being crazy nice always worried, very protective, and doing stupid things to hold my hand or try to hug me, or just hitting me in the arm to get my attention. He doesn't make much of an effort to talk to me when we're away from one another but, when we're together he's like that?
Why would a guy still lead you on if you know for a fact that he's not interested in you?
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