to love or not to love

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My best friend who is single, whilst I am long since married, asked me a question today. Being the old matronly mother that I am with no fireworks nor even a match around in years, I couldn't lend her much advice. So, I am posing the question to you all: If someone says they love you, then later says they only meant it in a friendly way...do you believe them? Especially if you didn't respond in kind? Is it a facade b/c they feel they've shown too much of their hand, or are they just speaking plainly? Thanks.