I see it all the time and I’ve been guilty of this too, whether it’s platonic, romantic, professional, whatever. But if they don’t want to be your friend, partner, etc, just let them go. Don’t say “challenge accepted”
“But I cooked, cleaned, paid for everything, drove to the airport, walked their dog, got them a job, made handmade gifts, WHY DONT THEY WANT ME?”
Because they didn’t want you to begin with and no amount of service changes their mind. The good ones will distance themselves from you, the bad ones will take advantage of you.
Reciprocity is a requirement. If you do all that and they can’t be bothered to show up or text back, let them go before you hurt yourself even further. If you’re paying full price for half a relationship, leave.