It's terrible. In this era, it's just part of the game and shouldn't even be taken personally. If your even going to date or even with friends, you have to accept this is going to happen.
Have you ever had a woman stop answering your calls/text, you run into her in public, and she's acting as if it didn't even happen, and she's excited to see you? From your point of view, your probably thinking in your head why is this bytch even talking to me, she stopped answering. From her point of view, she just isn't interested, but it isn't anything malicious.
Likewise if a dude decides to stop calling/texting, it isn't anything malicious. If you see her out in public, your open to saying what's up, because from your point of view, it isn't that serious. However, that woman is gonna interpret that as this dude stopped talking to her and probably wonder why the fukk your saying what's up for.