I have only ever seen the phrase “don’t chase, attract” used by women to peer pressure each other out of actively participating in dating. Reminding each other to never express enthusiastic consent.

“Playing hard to get” is taking that line of thought to the logical extreme. “Want men to want you more? Always turn them down!”

It’s the opposite side of the “women want assholes” coin, it’s an incorrect premise taken to an extreme.