
I mean, think about it. Why is this person your best friend? Isn't it because you share the same values, sense of humor, and interests? You trust this person, you tell him things you tell no one else. You have all kinds of inside jokes. You feel completely comfortable around each other at all times. Aren't things like this exactly what you hope to find in a potential mate/spouse? So, why then wouldn't such a friendship evolve into more?
I guarantee that this thought has occurred to him already, probably a long time ago. Like I said, it always seems to me that guys have this epiphany long before the girl does, if she ever does.
To answer you're question, I think its a little of both. I'm guessing most guys get tossed into the friend category in the beginning based on looks (I'm not judging. I think its just human nature). He's not tall enough, or cute enough, or preppy/punk/jock enough, or whatever - he doesn't fit the picture in her head. And once he's been sorted into that bin, its damn near impossible for him to crawl back out. Especially when she doesn't want to admit that they guy who isn't "whatever" enough might be the one after all. No one likes to admit that they're wrong. But also, once he's been tossed into that bin, its so easy to overlook him in the future, right? Its easy to assume that he's just saying/doing/etc "whatever" because he's being a good friend, isn't it?
But enough of my amateur psychology. 
sorry B no time for spell check..
relationships