I've been developing a theory that I think might add a bit to TRP thinking on this topic.
Men are sexually attracted to traits in women that are fully observable when they first meet (i.e. physical beauty).
Women are sexually attracted to traits in men that are only partially observable when they first meet (i.e. social status, confidence).
What does this mean for dating? Well imagine a world in which the traits men find attractive in women are partially unobservable. Specifically, let's pretend women walk around in full burqas on the streets and in public, but otherwise act just like Western women. You can see if a woman is overweight or not, but otherwise you can't tell if she's hot. After a few dates though, you get to see what's underneath. These women are relatively experienced, they've dated men before and shown them what is underneath their burqas, and thus these women know their own sexual market value.
Now, you approach a woman on the streets who looks decently in-shape and you think might be attractive. She is very receptive to your approach. She's kind and sweet and seems excited to go on a date with you. What do you think to yourself? "Shit, this girl is probably ugly."
You approach another girl. When she sees you, she is cold and standoffish. What do you think to yourself? "Awesome, this girl is probably so hot. I better try harder."
This is the world women live in. When they meet you, they can't really tell how attractive you are. So they rely on your behavior to tell them. The less interested in them you are, the more options they think you have, and the more attractive they think you must be. So when you treat them like dirt, they think you must be god's gift to women.
It's only later that they find out whether or not you really have those qualities they are looking for. This is your "burqa" coming off. If you want to keep a girl after that point you better be as alpha as your behavior implies, but before that point they only have your behavior to go on.