You shouldn't lie to people about your true feelings.
George is hanging out with his friend Lily and Lily confesses that she has romantic feelings toward him, but he doesn't feel the same way.
George wants to let Lily down gently.
George tells Lily that he values her friendship, but isn't interested in a romantic relationship.
George tells Lily that he's only uninterested in her romantically because he is gay, which he isn’t.
Lily is let down but appreciates George's honesty and is able to move one.
Lily sees George dating another girl the following week and feels embarrassed and betrayed.