Part of a continuing downward spiral in dating and relationship activity in the modern western world, in which both sexes continue to play into gender stereotypes, and in doing so, reinforce said stereotypes.

This includes the idea that men want sex and women don't want sex. The idea that two people can only have a successful relationship if they follow certain rules, including: wait at least two days to call, never let the other person know how much you like them, play hard to get, and many other rules and games too numerous to list.

This atmosphere makes it difficult for two people who like each other to figure this out, and to act on it in what would seem to be a reasonable manner.

Instead, it promotes an environment in which men must constantly hit on women for dates, and then beg for sex at some point in the relationship. Women are then beset by large numbers of men, which they will inevitably come to find annoying, reinforcing their desire to turn these men away.

This, in turn, reinforces the man's understanding that he must be more bold (read: annoying) to capture the interest of a female, which is simply a precursor to begging for sex.