Why would a guy show he's interested in you and care for you but made a rule where we can have sex but can't fall in love?

He cared for me and gave me act of service without me asking. He even gave me jewelleries and food. When I almost fall for him and willing to have sex with him, he made the rule. Im confused. He showed signs that he's interested in me?

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He rarely bring food when he travels but once we had a trip together with friends, he brought my favourite food. Even another time, he came to another building just to see me wearing the necklace he bought for me.
Why would a guy show he's interested in you and care for you but made a rule where we can have sex but can't fall in love?
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