I just caught a bit about that book The Rules on this Morning. .i haven't read it but I have heard about it. Apparently an update is being released shortly. But the rules remain the same. Basically what used to be known as playing hard to get. But not quite. You shouldn't even tackle friends by saying why haven't you rung me.
Maybe there is a bit of truth in it all. There ate a lot of threads on ghosting and dates not ringing or cancelling or being evasive about the next meeting.