Yep, been there done that, doing it now.
I just got dumped about a month ago. He was my best friend and wanted to stay friends. But since I wasn't good enough to date, I don't return his texts or emails. Piss on him.
I'm still sad though. I've done it with others too. Your feelings get hurt and you want to try and make them feel what you are feeling about how they treat you. Sometimes it works but on guys (no offense) it ususally doesn't. They just don't get it.