Why would a guy joke about being ugly then apologize and say just kidding a bunch of time?

He literally said ''You know, you're really ugly'' and then right away said ''Sorry, I'm just kidding''.

After only 2 seconds, he said ''Well you're kind of ugly'' and then says ''just kidding''. Then he said ''well you're just a little bit ugly'' and again says ''just kidding''.

I said nothing because well he got me confused. Was I suppose to go on with the joke? Was I suppose to yell at him? I didn't know how to react. I still didn't get the joke. I really found nothing funny. Can someone explain why would a guy do that?

Why would a guy joke about being ugly then apologize and say just kidding a bunch of time?
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