Why would a guy deny liking you when the signs are all there?

I think my guy friend is in love with me.i can tell he really cares for me.we went through so much with each other were still friends off and on.I've never had a guy care for me like this but he still breaks my heart sometimes.he even wanted to be friends with benefits with me.the eye contact is also intense with him.
Why would a guy deny liking you when the signs are all there?
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