Why would a guy be ashamed of liking a girl?

This guy has great chemistry with this girl and likes her but he's trying to fight it. He talks bad about her to his friends, he tells them that she's obsessed with him. He wants everyone to think that he's "cool" so he has to do what society wants. So he's only trying to date girls that have high social status. He hasn't had any luck with that though.
Why can't he be with the girl that he truly likes? Why is he ashamed to like her?
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Update: he feels that she played with him and didn't want a relationship with him. So now when they reconnected, he's trying to make other people think that he's the one that rejected her. in my opinion he's putting himself for failure, I mean looking at his past, every girl that he's been with has dumped him. I don't know if what he's saying about this girl is true but I'm just going to guess that she felt bad about how she treated him in the past so she's just being nice.
Why would a guy be ashamed of liking a girl?
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