This one is not that complicated...unless you are like me and can never tell a person something they don't want to hear...especially the opposite sex...I will make any excuse possible NOT to tell someone...'It's not you, it's me' works...That is my last resort if I am confronted...otherwise I just fade off...
The last girl I did not want to talk to after meeting, I left her house and told her I'd call her the next day...next day rolls around and I emailed her that I think I lost my cell phone, so she emails me back to tell me she looked all over her house and outside where i parked my car....THERE IS NO EASY WAY TO TELL SOMEONE...I wish I was better at just saying it.
I think people who have a hard time telling someone they don't really like them are the types who don't want to hear it either, I know I wouldn't want to hear it.