Translate from guy into universal

So help me to understand.....I recently started dating this guy againI used to see years ago after, we both separated from our spouses. I barely ever had to make any effort...he was calling my home phone,cel phone, texting and emailing sometimes as much as 12 times a day....this even before we were intimate for the 1st time again! Yikes! Then we got together (intimately) after a date night. The next morning he couldn't have barely pulled out of a parking space at my apartment before rifling off a message telling me how amazing I am. Wanted to know when I'd be back from a w/e trip I was taking.Resumed text messaging sweetly with "good morning, have a beautiful day" "I'm showing myfriends your pics, and we all agree you're so pretty" etc. I noticed he had a habit of calling my home phone before my cel, never leaving messages,just looking for me. I would return the message as I noticed he'd call. Then came the Monday before New Years. He called me to tell me he was coming down with a cold and couldn't come to visit like he would want to. I contacted him the next morning and he told me he had to work possibly into the night really a "sick,yucky mess" I felt so bad for him and felt since he had been on such an overture with me I would reciprocate his sweetness with some soup from my fav Thai place ( grt cold remedy) Left it at his fron desk so not to disturb him and returned to my office. That night he gushed over the phone and sent a sweet text thanking me again. Said he was scared to come over and make me and my baby sick but wanted to try and see me the Friday after New Years. He never text me on New Years eve and won't respond to me when I sent one. We confirmed our date for Friday and then he calls me back maybe 15 minutes later telling me (unsolicited) how he has "plans" on Thursday and how "full his social calender is becoming" This really upset me but I thought about it before saying anything to him. The next day I expressed somewhat strongly how I felt he was changing up on me. We talked about it that night and put the issue to rest/had a nice rest of the night (though I wasn't as affectionate as usual and he did comment to that effect) That Sunday, I extended the "olive branch" to him and he said he would like to to this day by day and see how far this thing can go with us...I'm fellin' pretty good now....like we worked through our 1st challenge and he's communicating he possibly wants the relationship to develope. Next thing I know, he stops all text to me, only responds to every other one of mine and stops calling and he's on line less and less. Then when I finally pull him up on 10 days later he claims he just met someone and is seeing her exclusively.....HUH??? Then maybe 3 weeks later I notice on his wall one girl announcing she'd been bedding him (real classy) and another saying she'd been scorned (real mature) These are 30 year old ppl! So he set me aside to "twotime" two other chics? I sent him a text out of friendship in spite of his behavior letting him know he was being publicly embarrassed. Now all of a sudden, though more slowly, telling me he wants to continue calling me rather insistantly. I even double checked with him...wasn't sure what to believe. Now really not sure what to make if him or how to handle it. We've had an almost 7 year friendship transcendant in nature...I hate to be harsh or refuse to forgive....what should I do?