Why does this guy try to look good for her but not for me if he had a crush on me?

His friend told me that he was really into me for years. He would sneak glances when I was distracted but never found the courage to come up and talk to me. Months later he met a girl in a lecture in college (which I also attended) that started flirting with him and he confidently flirted back. From then on he started dressing nicer to this lecture. Why didn’t he ever put in the effort for me if he had a crush on me for years?

He thinks it’s not worth it because you’re not interested in him
He thinks she is cuter than you
Other
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Why does this guy try to look good for her but not for me if he had a crush on me?
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