Kevin, my brother is 3 years old so I tell him 'I love you' as often as I can. He's a kid, so there are never any awkward moments when those words are being said
I think men in general have trouble saying 'I love you' because they would be exposing their vulnerability, and in my opinion, that's something guys(like me) find extremely hard to do, especially when done in the presence of another male. I think some guys believe that these words need not be spoken since they show their love in other ways. Actions, after all, speak louder than words.
Just my opinion
tracy