The dating phenom known as “He’s Just Not That Into You” is finally engendering backlash:

“This is killing me,” says attorney George Cahill, 28, of the phenomenon surrounding the red-hot title, “He’s Just Not That Into You: The No-Excuses Truth to Understanding Guys.” Cahill recently went to dinner with a woman he had been dating for a few months and told her that due to a hectic work schedule, he wasn’t looking for a serious relationship. “But I know that she’s read the book, so I felt like a huge liar,” he said. “Except that it’s true! I am really busy at work!”

I’ve got a column on this coming soon to a paper near you, but my two-sentence summary is here:

Don’t follow a mantra, people. Follow your hearts.