sometimes guys pull away because don't get me wrong girls change there minds a lot but boys can almost never make up there minds and most of the time girls are more "into" the relationship than boys.I hope that answers your question.
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I am a guy and ill tell you why we do this.
Most guys are considered loosers for showing their emotions but it still somehow makes them feel better so we show them to a select few then repress them so we don't look like fags.
I doubt that they are playing hard to get. If they are involved with another person its as simple as them liking you but not wanting to ruin the relationship they have.