Why did my guy friend suddenly become rude to me?

Anonymous
I've been friends with this guy for like 3 years. We're really close, because apparently, people looking from the outside think we're dating. One of my friends decided to make this known to him one night and he denied it. Ever since then he's been annoyingly rude to me. He keeps making fun of me. He hasn't complemented me on anything (he usually does). He stopped goofing off with me. He stopped physical contact (he used to jokingly lift me up and stuff).

He's kind of become a jackass that's far less fun to hangout with.

WHYY?!?!?! Is it because he likes me? or is he trying to not lead me on by being a douche?
Why did my guy friend suddenly become rude to me?
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