"Do you have also feelings for me?" He had asked you that night, his eyes were shining and he was waiting for your answer, almost wagging his tail like a dog.

John was convinced, you would reciprocate his feelings

He was your best friend, you cared about him, but not enough to consider him anything more than friends.

You could use an excuse, or a white lie, you'd hold his game, and you wouldn't destroy his heart... right?