I love my friends. I tell them so. Some of them I kiss hello and goodbye, others are less expressive, and that's ok. Hell, I even have a lover who doesn't like PDA at ALL, so even though I'm more physically involved with him, I'm more physically expressive with other friends when we're out in a group.
There are so many levels of love and comfort with expressing that love. I have lately had a hard time distinguishing between friendship and love because I've found such a vast grey area. Instead of dissecting it, though, I'm trying to just enjoy the joyous ride that it is, while being open and honest with everyone involved.