What does it mean when someone purposely acts like they don't know your name?

This boy keeps acting like he doesn't know my name. Last year I told him my name and he called me by it and now this year he just acts like he doesn't know which I'm finding hard to believe because he's asked about 4 times now and I don't believe this dude is really sitting there with no clue what my name is. its not the first time someone has done this I notice it's usually popular guys. Is it because I'm a nobody and he's semi popular, he's just dumb, or really doesn't know?
What does it mean when someone purposely acts like they don't know your name?
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