It's not that he is just not that into you; You are not that into him either! Alas!

When we ask for more from a person, I guess we don't love that person that much. (note this might be different from what we thought we are)

If we're asking for their change to meet our standard but not change ourselves to ... think more for the rationale behind their behavior, do you really love that person?

But of course, he doens't love you enough too.