Why do some guys pretend to ignore their crush? What about ignoring the crush but trying to get her attention indirectly?

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Well if a guy starts to ignore a girl, how is the girl supposed to know if he's playing with her and wanting her to chase him OR trying to send a message that he's not interested in anything more than what they have and wants her to back off?
Why do some guys pretend to ignore their crush? What about ignoring the crush but trying to get her attention indirectly?
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