Why would he try and convince himself he doesn't like me?

I like this guy and I honestly think he likes me, too. He says all these things that scream "I like you" but then I feel him pull back. I really think he is trying to convince himself not to have feelings for me. I know he has a lot going on right now, but is that enough to convince yourself not to like me?
Why would he try and convince himself he doesn't like me?
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