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...