What happens when you play pretend?

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When I was in high school me and my best friend always makes a fool out of ourselves. We always try to pretend that we are an item. And it really spreads all over the school campus. And the worst is even to our families. They are both expecting that we will end up together. When we were in college we go to different school and we only see each other during weekends or special occasion like each others birthday. After we graduated college we still do what we are doing during our high school days. We are already working at that time. Nothing really change we still make our families believe that we are lovers. But the real score we are not. We didn't even notice that it was already 12 years that we always do such things like in every occasion we would act that we are in love with each other. Time came when one day i just found out that for me it is no longer pretending. But the saddest part is my best friend is already engaged with someone. It really hurts me and to make the story short I told everything to both our families what is the real score between us. I guess that was our price in the end our friendship is no longer what we have started for how many years. We go our separate ways and every time our paths cross it really hurts me knowing that everything really changes. Can you share your experience guys?