As a woman I believe there's a difference between "playing hard to get" and "being modest." I think its fine to be modest and not flirt a ton when interested in someone, but the games of intentionally ignoring the guy, or flirting one day then giving him the cold shoulder the next day, are stupid.
I had a guy tell me straight forward he liked me but his life was hectic his job was number one and his commute was far. I appreciated his honesty. I had no expectations and therefore no let downs. two years later we are still cool with each other because he never played games with me.