It was awful. One of the worst thing I ever have to do. Especially when it's a girl who has been genuinely sweet to you, but you had to move on for other reasons. I've never heard someone cry so hard. Man it hurt to do that...

When a woman says it, guys hear a confession. A heads-up. A scheduling conflict.
Here's the translation: I don't feel anything. Right now. With you.
Watch what happens when a man triggers actual attraction. The busy career, the recent breakup, the "not in a place to date" — all of it evaporates instantly. The same woman who was guarding her freedom is suddenly free every night.
The "22 Rules" explain why. When the right switches flip, her timeline rearranges itself around you.