IMO, that “friend” thing usually results from one of two situations.
1) The man is trying to win a woman out of his league. He may need to lower his expectations in the looks category.
2) The man is frustrated that he is kind and nice, but just can’t get anywhere with women, when the component that is missing that attracts women is manliness.
Most women want a man who is polite and considerate, but they also want him to be assertive and take the lead. Being mild-mannered does not require you to dump your testosterone.
Sorry, but I’ve seen it too many times. It isn’t the man’s looks. As for manliness, that sees to now mean being a jerk. To me, manliness is about being responsible and hard working.
Women are choosing human trash with an excess of testosterone and the manners of a dog.