" Virgil describes the same coyness in the nymph Galatea, who
sought what she wanted by running away and stirred her lover
even more by the pretense of refusing him, “Fleeing to the willows,
wanting to be seen.”

That is, before she could hide, she wanted to
be seen in the act of flight, by which she both gained and yet seemed
to reject the company of the young man in love with her. It is the
same with the praise of men: so long as we seem to shun it, we only
increase it, and when we affect a wish to hide so that no one can find
the good in us to praise, we lead our shameless flatterers on to
praise us even more because we then seem to deserve it even more. "

― Pierre Abélard , The Letters of Abélard and Héloïse