Why did he pretend to "HATE" me?!?

he was embarrassed to admit it. People that you hate, or people that hate you (it's usually mutual) are always on your mind. Aren't they? When you see them you immediately think of avoiding them or how annoying they are, but they're on your mind. Or He might also be doing a complicated hard to get. Reverse psychology, if i act like i don't want you, you're going to want me more. Stories of it all the time. If you're really curious, ask him his reasoning.