Is that the edge on a solid's face you have selected? In that case, the face is already split. Or is that a 3D curve you copied from an edge and moved? If you are trying to project that curve to the face, it may not work sine the direction would need to be radial at all points along the curve. You may need to split the 3D curve and face in half first by plane.
But it worked for me to just hold ctrl with the Pull tool while dragging, and select the correct yellow edge direction. You may need to select the tool to define the direction of the Pull:
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