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Changing social norms has allowed few avenues by which they can be both acceptable as a relationship partner and attractive as a sex partner.
As a result, at least half of their needs are unfulfilled, regardless of the decision they make.
If men choose to follow social norms and become compliant as "good guys", they may get a "relationship partner". biological double-bind, these compliant men may also not be "attractive" to those same relationship partners (Buss & Shackelford, 2008).
As a result, they may be punished by their girlfriend's/wife's lack of sexual interest, being cheated on, or disrespected as a "push over".
When punishments weight more heavily, people avoid those same behaviors.
Furthermore, their tactics are often designated as "sexist" (Hall & Canterberry, 2011).
We are all motivated to seek out rewards and avoid punishments (Skinner, 1974).
When rewards outweigh punishment, people perform behaviors.
Again though, men pursuing this strategy also report the need to stay vigilant for their partner's waning attraction, signs of cheating, and being taken for granted (much as women in "traditional" relationships do).
With divorce a very real (and punishing) possibility, these men may also choose to think carefully before committing.