We go out with someone, we get excited about them, and then they do something that mildly disappoints us. Then they keep doing a lot more things that disappoint us. Then we go into hyper-excuse mode for weeks or possibly months, because the last thing we want to think is that this great man that we are so excited about is in the process of turning into a creep. We try to come up with some explanation for why they’re behaving that way, any explanation, no matter how ridiculous, than the one explanation that’s the truth: He’s just not that into me.
Greg Behrendt, He’s Just Not That Into You