Yes, it hurts. People who are genuinely loving and kind can be easily taken advantage of. It's o.k. to turn and walk away when you have done more than be good to people who could care less. Don't waste any more of your good ♥ on the wrong people, girl!
Dont lie to the ones you love. Friendships, love, family. All these can be ruined by lies. All trust will be lost with a single lie. Own up to the truth and work it out. Thats what makes relationships real, strong, and last.