Aww...wat ever u do...bub should not get an inkling of ur feeling as its devastating for their self esteems... went thru similar thing 3 yrs back , got DD in to another school and she is coping well.
First of all, don't take it personally. My DS was also rejected from a popular school even though my DS is quite bright and well-behaved. We were told it is because they are trying to get more "regional" children into the school. We were pretty angry because we had to pay for the assessment. Whether it was some sort of money making scheme or because they couldn't come right out and say they were looking for certain nationalities - I don't know.