I am confused.

I'll do my best to summarise, if anyone can give their opinion please.

I met a guy. He's very complimentary, texts all the time, says he can see a future with me, he wants to be the man for me etc. The next breath "but we are just friends". And repeat with the future "planning" (kind of) and then the kickback into "but you are just my friend,don't think anything of this".

I'm confused and trying not to feel hurt but i kind of am. I'm good with being just friends but why get me accustomed to the lovey smushy stuff and then pulling back and being formal and bland and "friendly".?

Does anyone understand this?