Is he hitting on me or just being cute? Is there a difference?

My best friend is a guy. I've known him for more than 10yrs. I've always had a thing for him but could tell he didnt feel the same so i kept it to myself. I didnt want to ruin our friendship by telling him i was in love with him, he was way too important to me. Lately though, he's been calling me beautiful alot. Like "hey beautiful", or "see you later beautiful", stuff like that. He's never tried making a move or flirted with me before so i dont really know what this means. Am i just wishful thinking or is he hitting on me? Am i reading too much into this? I'm soooo confused! I love him so much and want to be with him so badly...what do you think????