The men just scared that women will think of them as fake, manipulative, or insincere. At the core of this they're really afraid of hurting girls. Ultimately, men only which they knew what to do when it comes to dating and women.
Men, who are already expected to take on the brunt of the risks and initiation in dating, want some kind of game plan to work with. They're tired of making the same mistakes and wondering why women have all the power in the dating world.