The confession wasn't false. Kishimoto made that clear at Jump Festa 2009, and wrote Sai's dialogue in 474 to also make that clear. Naruto accepted the truth of her feelings for him in 470 when she was firm about it. Naruto made it clear there it wasn't her feelings for him that he knew she was fooling herself about, it was that she was 100% over Sasuke. No one said Sakura was consciously lying about anything to do with her romantic feelings, much less her feelings for Naruto. On the contrary, it was totally supported about her romantic feelings for Naruto. Naruto knows Sakura is in love with him now- thus his mental image of her in chapter 505. Her romantic feelings for Naruto are a positive for Sakura so much so that it's completely integrated into her life and normal personality- thus her first gentle neutral let down to the ninja with a crush on her in chapter 539.
It wasn't until he persisted in his unwanted declaration of love that she was reminded of her crush on Sasuke in chapter 540. The image she had of Sasuke and her expression in chapter 540- looking depressed and like she was ill was decidedly not romantic. The moment was just a bad reminder that her memory of her feelings about Sasuke wasn't so easily rid of as she thought, and brought back the remnants of her childhood poor self-image- in this case, that she made a really bad choice about who she picked for her childhood crush. Not only was it one sided but he turned into this guy obsessed with hatred and vengeance on everyone- a self made monster. And that this guy was crushing on her like she had on Sasuke- not knowing anything about her, and having this false image of her just based on the most surface interactions.
I agree with the part about Sakura's confession, it seemed to me like her feelings for Sasuke were the only thing Naruto was concerned about. On top of that, her reaction when Naruto made his 'I hate people...' comment, sort of proved to me she was at least being honest about part of her confession. Kishi's 'honest girl' comment in the 2009 interview seems like further proof of that.
Also, I think it's interesting to note how that whole scene more or less revolved around Sakura. If Kishi was really trying to end the Naruto/Sakura pairing with that scene, he could have easily had Naruto actually reject her (I don't consider a roundabout "I hate you" as a rejection, considering he obviously doesn't hate Sakura). Or, as I like to bring up to NaruHina fans, Kishi could have at least dedicated one panel to the last girl who confessed her love to him. I've heard plenty of theories that Naruto 'rejected' Sakura's confession because he still had Hinata's fresh in his mind. Well, if that's true, then why didn't Naruto at least think about that last confession? After the Pein Arc, Naruto doesn't have one single thought about Hinata until 505, and even that's not very positive. Basically, Sakura's confession revolved around Sakura's feelings. Like usual, Hinata is just a by-stander in the main love triangle.
Now as to 539/540, I love your thoughts, but I'm sort of keeping a skeptical outlook on this whole thing until it's resolved. I think it's a definite possibility that, like you said, she was only reminded of her feelings for Sasuke by the guy's superficial crush on her, and she was referring to Naruto when she said, "There's someone else I love..." My only problem with that idea is, without any actual thought process (at least inner monologue) on Sakura's side, I'd like to think Kishimoto would at least understand how the scene looks to the general fandom. To be honest, I myself probably wouldn't have even thought of your conclusion if I didn't come to this site. Maybe Kishi's just trying to drag out the ships to keep fans interested, but I guess that disappoints me a little, as I'd like to think he's above that sort of thing. Oh well, I guess everyone loves money. *shrug* I just hope, if you are right, we receive a little bit of a follow-up to that scene to explain things more clearly. Putting myself in the shoes of an SS/NH fan, I imagine I would be pretty ticked if that was supposed to be the obvious conclusion from that scene, while never being elaborated upon.
The important thing though, in my opinion, is the bolded part of your statement. No matter what's going on right now, Sakura's feelings for Sasuke certainly aren't positive. Either way, if her feelings have already been resolved, or if she still has some hoops to jump through, I can only see one possible conclusion for the romantic subplot.
Edited by Boom...Winning, 30 July 2011 - 04:33 PM.