It's basically the old 'play hard to get' nonsense jazzed up.
Which in many situations is bad advice - because nice, genuine men don't like gameplaying, and if you're constantly 'busy' when they try and arrange stuff, will give up.
Bollocks to not calling men. Why not? Sod all this being passive and waiting for them to call (even if you're not waiting because you're making yourself busy doing XYZ, you're still leaving the ball in his court..) and the implication that if you do make ANY attempt to pursue a man you're somehow wrong/chasing after someone who isn't interested...just makes me 
The very best relationship I ever had was with a man where I made the first move - and later found out if I hadn't, he never would have (because he considered I could never be interested in him). I am currently dating someone lovely, who if I hadn't made some effort to pursue (albeit after he had initially done some of the work) I wouldn't be...again, because of the type of man he is, and not due to a lack of interest.
Following the Rules or any other nonsensical books in the same vein wouldn't have got me either of these men, but it would have got me the kind of shallow, unsuitable, unsatisfactory men I generally encounter who will pursue but not for any good reason.