Even more so because almost all women assume that a good looking guy must be a player and will therefore test him hard assuming that he's trying to play her. Usually it just pushes him away because he's usually not as desperate as regular guys and has no need to put up with games. It's actually funny to watch: guy of her dreams walks up and she will push him away thinking he's playing her. He wasen't, and now she just lost the man of her dreams.
Personally, I never play hard to get. I hate mind games. I walk away from anyone who plays mind with me so I wouldn't do that to a guy. I let people know where they stand with me, rather than keeping them wondering what my intentions are.
Mind games are a manipulative tactic , so they'd probably do that regardless of the person's appearance.