In his book, Discover Your Inner Economist, a Freakonomics-esque guide to living your life according to economic principles, George Mason professor Tyler Cowen warns against the whole playing-hard-to-get-thing. "Playing hard to get fails to separate the winners from the losers," he says. "In economic-speak, it doesn't satisfy a separating equilibrium — because it's too easy for losers to mimic the behavior of winners." Having dated several losers who successfully, for a time, masqueraded as winners, we almost want to debate the truth of this statement... but then, we totally got a 'C' in Economics.
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