Relationships are a matter of give and take. Women hold all the cards initially, and it is a man's job to work for a woman's affection, primarily because women are typically more desirable and men have a more rampant sex drive. Women have. Men Want. So a man must get a woman to give. That's the nature of the male/female dynamic. So, when a man is working toward gaining a woman's affection, he's going to use every tactic at his disposal. Flattering someone is both easy and surprisingly effective, so it's employed frequently.