There is an old expression which really does ring true; guys mean what they say, but they don't always say what they mean.
There are a few major schools of thought on the interpretation of what a guy says and what he's actually thinking or feeling. Yes, male thoughts and feelings really are different, and often a guy will fool his heart by thinking 'too much'. There are two major perspectives, in my opinion.
There is the sort of guy who reserves his words, thinking them passionate and thinking some of them too passionate for common use. These feel so passionately about the justness of speech that the more depth something they say has, or possibly the less common something is, then the more truth rings true through it. Very directly put, what they say is what they mean. To a woman, he may seem reserved, but it's more likely that he's biding his time or judging the appropriateness of his words before "embarrassing" himself by speaking his mind too "carelessly".
He believes that "love" is a potent and expressive word not to be diluted. When he says this, he really fucking means it. He often does not understand that there are many kinds of love, and will often be hurt by being told "I love you like a brother" or even by being told "I love you" 'too frequently'.
This is the sort who will take a breath and make eye contact before saying meaningful things. If he blushes after saying something, perhaps he is embarrassed and maybe even regretful of having put himself "out there". Do not take his most impassioned words lightly, as that plants the seeds of doubt in his mind and will surely undermine his confidence. In such a case, have fun prying passionate words out of his mouth for a while.
Another sort believes that words and phrases either have great use or are not to be clinged to so fiercely. Perhaps he will speak his mind as the moment and the feeling comes or he will time what he says so as to take advantage of a given opportunity.
This guy recognizes the value in speaking the words and is less self-judgmental about using them. He recognizes the strength of a phrase such as this and chooses to wield it. Some guys may still bide their time for what they see as a lead for them to speak.
He is generally unafraid or simply does not believe so passionately on the face-value of language. This perhaps is an evolutionary step forward from the first perspective. There are, however, jerks out there who attribute little passion to language and believe in using it to their advantage. Perhaps they are hoping to dupe a woman into believing that they are passionately expressive, but they're probably just exercising a learned habit of reading 'signs' and responding 'appropriately'.