Guys, why would a man say to a woman: "I have always liked you but I have kept it from you," only to later reject her?

[MrCommodore]

That sounds like he really liked a girl, but for years etc he realised she had no romantic interest in him.

Finally when she did show interest, it was maybe too late, maybe he didn't believe she genuinely liked him.

[MCheetah]

Probably because she makes it abundantly clear without saying it out loud that he's not here type or not "good enough" for him.

[Anonymous]

He just wanted to get her... win her.. and feel like he has won something.