Why do some people treat people they supposedly have feelings for very poorly?

I've had more than one guy in the past treat me poorly by making fun of me or just generally being an asshole, and then it slips out from either them or a friend of theirs that they liked/were interested in me. Why would they treat me this way, then? Including making fun of my looks.

Why do some people treat people they supposedly have feelings for very poorly?
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