I remember a year-year and a half ago, I made friends with a girl that I happened to find very attractive, and I was never upfront with my intentions but I hung around with this girl and her friends (i never liked them) with the hopes I could get with her later. It didn't work out this way for me, I ended up finding myself in the friend zone and never speaking to her again because things got awkward when she found out I had a crush on her. I'm pretty sure another guy she hung out with was doing the same thing, and it almost felt like I was competing with the guy sometimes..