Sure, if no is the answer. Sometimes the given answer is neither yes or no (but internally, their answer is no). That's being friendzoned.
Or it's being polite and not wanting to hurt someone's feelings. If you don't get simple yes or no it's your choice to walk away or stay in "waiting room", no need to complain. And well it's not like people always get "no" unless you are really straight-forward and rude about it. Have been in couple situations where the person just didn't seem to get it.
What consequences tho? A few more angry people on the forums? Not that it really matters, I don't see a repeat of the ME Trilogy in regards to romances.
Not a few. I mean they would lose customers and fans who do not only purchase their games, but also every extra stuff they put out. They'd lose fan-creators, game-youtubers. It would be all over gaming news. The outrage might be as big as with Ubisoft's: we can't do women! Though it would depend on how they would explain it though.
EDIT: Unrelated, but I suddenly have Jade Empire Icon, that's cool I didn't know there was one to get
Still missing ME1 and 2 though.