Take away challenge and their interest wanes. Biologically, the man must pursue the woman. If you bring up sex all the time, you will emasculate him. The natural order of things. Men are born to respond to challenge.
Men are different from women.
We aren't making this up. That's just the way it is in The Rules ' world, and there's no point in fighting it. Naturally, the authors don't offer any research or evidence or even any arguments to back up these statements. But women who do The Rules correctly will always end up married to the man of their dreams. Their husbands will never hit them, never cheat on them, never ignore them, never take them for granted, and never leave them.