Why do guys start this ego game?

I have a really good friend whom I like. We had been flirting with each other for the last 2 months. We never had this issue of texting or calling first but recently he stared his ego game. Like not texting first and reply only when I start. Also not calling untill its me asking. Why is he doing so? It really hurts. I said i like him he said he likes me too but i guess he was joking with me..
Why do guys start this ego game?
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