It's when your instinct is to play it the opposite of cool, but you try too hard to play hard to get.

Like the frozen dessert, your chill does not come naturally and may appear only seasonally. Since you are not at all skilled at this online dating game, you act so chill that the object of your affection deems you uninterested and moves on. For example, "I’m really into Sam, but I popsicled too hard. He got a brain freeze and stopped texting back."

NetLingo Classification: Online Jargon