I do it because my SO loves the feeling, sometimes if I start to pull away he'll ask me really sweetly if I could do it for just a little longer. Generally it's a sweet, "I love you", casual thing, but if I start to twist my fingers in and really get into it then he knows that there is fun ahead.
I also like to have my hair rubbed as it gives me tingles all over and makes me altogether more relaxed and pliant. He loves to do that, but he does it for the same reasons I do.
tl;dr
Sometimes hair-rubbing means fun, but other times it's just a sweet thing to do.
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