Boyfriend is playing "hard to get" and said its the "masculine thing to do". what the hell does that mean?

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Update: my original question was that he's saying he's playing hard to get because im assuming its from his past relationships (to which both financially drained him, lied to him, taking more child support from him) so is he playing hard to get because he's been hurt?
Boyfriend is playing "hard to get" and said its the "masculine thing to do". what the hell does that mean?
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