Kinda stuck me cause I almost never hear men talk that way. In 30 years I don't think I've told my best friend I love him more then twice. Hell I even have anxiety using heart emojis. It's honestly really encouraging to hear men talk this way, maybe some day I'll be able to be one of them.
For me it's much easier to start expressing that by saying "much love" or another expression like that instead of "love you" directly since it's less loaded. Still the same feeling of course.
Yeah, also starting off with goofier/sillier things like "love you, duder" helps a bit as well.