Being a bloke I have to say this is actually what GIRLS do. They feel the need to play "hard to get" and therefore don't text back, though usually it'll be after a couple of texts so it doesn't look too obvious.
Me: I was texting Becca earlier
My Mate: Cool, how'd it go?
Me: Ok for about half an hour, then she turned on the old unable-to-text-back syndrome
My Mate: Tut, of course...
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disease contracted by men whenever we text them saying anything remotely different to 'shag me now'
text reads, how are you? No reply. looks like hes caught the syndrome
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