The reason they don't want to believe women is that would eliminate their scapegoat. If you cling to the belief that women only want superficial things that you can't control or can't easily control, your lack of dating success is their fault. But, if you believe women about what they want - all of which is in your control (behaving in a caring way toward a fellow human being) then it IS your fault if you don't have dating success, and we can't have that!

But beyond that, this is such a good point - it's totally a scam meant to control and keep only a small number of men in power.