I don't see anything mean from this. If he know his role in the relationship with her then he has nothing to whine about. If She's not into him then she's not into him. He could be buying her a diamond ring and if she only see him as a friend then that's exactly what is going to remain.
Men themselves do this to themselves though as most men are shallow creatures. Let say in one hand there's a woman who isn't a looker by any mean but she has a pure heart and will treat him right and in the other hand there's a hot girl with the personality of a wicked bitch guess which hand they'll pick.
Plus, he could totally be gay.
I assume they're all gay tbh. I dunno what dude doesn't check a woman for making him look like a chump. ---