NBC

The evidence is all there from the very first season of Friends:

When Rachel shows up at Central Perk after running away from her wedding and runs into her childhood friend, Monica. Ross is immediately attracted to Rachel, but he also starts acting like a huge asshole.

Ross' plan to make Rachel fall madly in love with him is to sabotage any type of relationship or love interest that she has (always behind her back, of course) and act like her friend in order to take advantage of her at a time when she's most vulnerable so that she'll fall in love with him.

Ross uses the typical "nice guy" narrative when he speaks with his friends and colleagues about their relationship. I mean, he constantly acts like he's the victim and uses two key phrases: "women always go for bad boys" (like you're some kind of angel, Ross) and "Rachel underestimates me and puts me in the friendzone" (how about you stop putting her in the relationshipzone or in the fuckzone, little friend? Or just be honest and don't lie to her by pretending to be her friend.)