Why would someone deny his feelings for a person he was crushing on?

Anonymous

I recently texted with my crush who, according to his friends, used to like me too. I told him I liked him and told him that i felt like he wanted to talk to me too but he denied it. I've known him for a while, he is a very observant and smart guy and it's pretty unlikely that he forgot about everything. Why would he deny his feelings if it was a long time ago AND I also admitted liking him assuming my suspicion is right?

Why would someone deny his feelings for a person he was crushing on?
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