I daresay men like the thrill of the hunt, the conquest and the chase. The carrot and the stick are a fine way of both exerting control and heightening of desire.
On a serious note: Only a weak partner would put up with it. If you have a headache, that's one thing, but I won't be treated like a 6 week old dog who has just discovered that rubbing my underside causes a curious warm feeling that tickles my stomach.
Minimize sex -- sure. Don't feel like it recently -- I'll deal with it. Take out the trash and I'll put on your favorite dress -- I'll write a hub instead.