Why would my crush feel sad if he never loved me?

So my crush never liked me, I kept being nice to him but he was not over his ex. I was helping him move on but he got really angry and intentionally hurt/punish me. He was unsuccessful in his attempt, later he posted 'do good and good will come back to you'
Then he kept feeling regretting.. When his ex spoke about me.. He felt sad.. Like why?
Why would my crush feel sad if he never loved me?
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