Why does HR ghost you when you are responsive and suddenly become responsive again when you are apathetic to them?

Pardon me for my poor English and phrasing. But you get what I mean.

They ignore or ghost you when you show an iota of passion and eagerness to join their company. And vice versa.

There was one time when I applied to MM bank. I just applied online and didn't expect much. But the HR set up an interview, followed up on every part of the hiring process until the final rejection phone call. There was not a single time when I actively communicated with the HR. At another MM firm, I passed the first interview and attempted to follow up by sending a thank you note. Immediately ghosted since December 2021 and still counting.

I am getting so fed up with this recruitment process. I am very sorry for the rant. Is there a hidden rule where HR is supposed to reject desperate candidates?

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