(adj) When you’re trying to be meek, despite appearances to the contrary, for one reason or another, usually to be funny or score some ass, in some sort of social situation. Examples include: very small letter usage on AIM, witty comments on MySpace pages, banter filled with innuendos, smart movies in trendy places etc etc. Word is derivative of Coy.
“That boy and his coyness. He’d probably get laid if he was actually funny.”