Why does he brag about himself?

Anonymous
So, my guy friend loves to brag about himself. Like, he tells me how many girls want him. Or how a hotty is sounding interested him in taking things furhter physically. So, when I encourage him for all these things, he suddenly stops bragging and says something like they are not his type, or he is not interested... Even I know that he is bragging because I am his close friend and knows how much he is close to other people, but why does he do that?
Why does he brag about himself?
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