Indeed, it is--because by keeping her at arm's length you are communicating that you have a lot of options, and therefore very desirable. Pretty basic stuff.
Those of you that are having problems getting attached too soon, remember this: The LESS effort you put into her, the more she'll want you.
If you like a girl and you're not sure if she's all that into you, DON'T text her after a date; DON'T reach for rapport with things like, "we have so much in common!"; DON'T clear your schedule in case she wants to hang out with you. These things can only hurt you--don't worry, if she likes you, she won't forget who you are.
Now, when you DO see her, it's GREAT to make her feel special and take an interest in her. But, between dates, you should be too busy with other things to really talk with her--at least at first. Early on, women are scanning for signs of clingy-ness, and the most reliable indicator of this is how much a guy contacts them...even if you're not calling to ask her out. Be patient and make her wonder a bit...silence is often the seducer's best weapon.