Well, if she's not loving for you because you're fit, smart, dominant, well-spoken and successful, she'd probably love you for material or security interests. In other words, if you're not an alpha, you're just a wallet with fists and (an unnecessary) cock who's efficient at opening jars. Also getting cuck'd.
Those people are either still plugged in or they're in rejection. You can't have a good life without having any value. And no, being nice is no value. That's just the social norm, it's not even hard. Loving some girl and treating her right is no hard job. MEN ARE BRAINWASHED TO DO THAT ANYWAY. It's important. It means it takes little to no effort. While "being an ass" aka being an old-fashioned cool guy is relatively hard because beta men are not programmed that way. Badmouthing a girl? They'd rather die.
Also, women will always bullshit you and themselves. I had a crush once. I caught oneitis, for a chubster. In my defense she had amazing tits and smooth white skin, but anyway. We spent much time together, we got to know each other, we bonded, we liked same things. To beta in me, everything was going smooth. I brought her gifts. And funnily she was more turned on when I gave her some biscuits as a gift from my vacation, I can say she literally blushed, but when I got her a necklace (around 15-20 dollars) I heard her clam getting dried. I'd rather be remembered as "The Biscuit Guy". Anyway, I opened up to her and then she avoided me like plague. Then went and fucked a ripped dude. Before, she said "He is cool and I really enjoyed his conversation!", while denying she were attracted his fit body. "No, not at all!". Real reason, she thinks she's not attracted to his SMV. She feels that magical force of attraction. Then she denies the reason could be his SMV because that's just shallow. After saving herself from being a shallow wet-pussied slut, she hamsters into "she liked him for who he was". Dude just pumped and dumped her anyway. Good for him. I bet every man in our college dreamed about fucking her and cumming on those big tits.
You wouldn't love a person of 0 value. So is your friend. Nobody does. He just doesn't know yet. I'd say just let him be. You can't save anyone. I've seen improvement even in textbook beta niceguys. But they came to me to hear out my wisdom. Other way around just doesn't work.