Do guys like it when women play coy or do they prefer to know they are liked?

Do guys really like it when women play hard to get? I mean, if you were dating a hot girl, would you be turned off if she made it obvious that she was into you? At what point do you cross the line between flirty and coming on too strong?
Do guys like it when women play coy or do they prefer to know they are liked?
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