Why is he calling me "beautiful"?

My guy friend and i have known each other for more then 10yrs. I've always had a thing for him but knowing he didnt feel the same i kinda kept it to myself. We were always super close but never flirty. Lately though, he's been calling me beautiful alot. Like "hey beautiful" stuff like that. Could it be a come on? Or am i just wishful thinking? If he liked me he'd make a move right? Please help..im sooo confused??????