This rich, young ruler believed that by doing
something or performing some kind of act, or
keeping the commandments should make
him qualified to receive eternal life. Jesus
beholding him loved him.

The young man called Jesus "Good Master"
Jesus answered him, "Why callest thou me
good? there is none good but one, that is God."
Jesus wouldn't accept being called "Messiah"
because of the way the people believed Him to
be (their earthly king). He wouldn't accept
being called "good" either because He didn't
want to be considered just another good man.