This may sound a bit sexist; so I apologize if I offend everyone. I won't say I'm speaking for all women, but I'm speaking for myself.
Assertiveness is hot in guys. (Who knows, maybe it is in girls. But I think guys prefer girls to be subtle and simply assume girls think the same way. They don't.)
Honestly, when guys makes extremely subtle "moves" like this, it is not that attractive and at the worst, can be a little creepy. (I'm not saying you are, but if a guy lingers a lot around a girl without ever being forward, it is a bit of a turn off.) Again, I'm speaking for myself; ladies, please feel free to disagree.
What's wrong with that? Trust me, if a guy point-blank asks me out on a date, I'm left with a huge respect for the guy, even if I say no. When a guy expresses interest in those subtle ways but never actually asks me out, I don't have that same respect.
And you can maintain friendships still. I've maintained friendships with guys who've asked me out and I declined. You forget about it if the friendship continues to evolve.