Is it possible he isn't really into women? I've known people who were in the closet who used the weirdest excuses to not date or to break up with someone. Years later, they finally admitted they were gay or one of the many other words used to talk about gender, sexuality and etc. Then you have that some guys just don't want to settle down. Can't blame them either. By the age of 30, he might just like his life the way it is. Nothing wrong with it. The shallow appearance might just suck since he isn't willing to just say he doesn't want a lasting relationship. Heck he might not even realize that is why he does it. We do a lot of dumb things subconsciously.
However, no matter what the case may be, there are spells to help them become aware of their behavior....but that doesn't mean they will change it (or that is smart to do it). He could be aware, but thinks he needs the excuses to not be seen as strange in the eyes of his friends. You never know what is going on in someone's head.