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Joey couldn’t help himself from crush on Rachel and when he says crush he means massive crush one that would make him want to drop his ladies guy kind of lifestyle just for her.
The problem with this is that she doesn’t feel this way about him and really what about the friend code that he has with Ross. Even though he doesn’t believe he deserves her and never has been, that isn’t up to him. He will just have to be happy that he was her best friend and in her life that way.