What about women? Women do like male attention and they constantly want it. It's hard to play hard to get if we like a man. We always want to be with him because we enjoy it. Once we act or talk cold men begin ignoring us too. Why is that? In male case, when they act like they don't care we begin fussing around trying to win their attention.
Every man is different but it all comes to one point - they don't want to be the ones winning our attention. And they chose to play like that. It really works but appears to be very painful...
It's very rare that a man would initiate dates, presents and seduction. Though men are natured to pursue women...so what is happening now is probably a levy of century.